Secure Parking launches Happy Hours parking with new campaign via Cabana Boys, Sydney
National parking station operator, Secure Parking has gone to market with a new campaign to promote parking during the traditionally off-peak times of evenings and weekends.
The campaign created by Sydney creative boutique, Cabana Boys, is an effort to broaden the market for CBD parking and attract a different type of user.
According to Secure Parking’s corporate marketing manager, Andrew Sapir, (pictured), it repositions parking during off-peak periods as “Happy Hours Parking” “People’s perceptions of paid parking in the CBD is very much influenced by their experience during peak times, when prices are considered comparatively high.
Says Sapir: “In off-peak times, though, the truth is prices are substantially discounted. We wanted to let non-business users know that there are plenty of spots in great locations, for much less than they thought. We wanted to move parking away from the grudge purchase that some off-peak parkers see it as, to an affordable service that facilitates the things they want to do.”
The Happy Hours Parking campaign features a cheerful blue car character, enjoying the city outside of traditional working hours – shopping, out to dinner and on a weekend family outing.
Cabana Boys creative partner Nik Robinson said: “We wanted to do a lot more than deliver a retail “save” message. We saw the opportunity to create a new category of parking for Secure. Our idea was to create something as instantly recognisable and quick to communicate as Early Bird parking.”
Robinson continued: “Re-defining Secure Parking’s off-peak offering as Happy Hours Parking was the big breakthrough. If you’re going out shopping at night, dancing with your friends, out to dinner, the movies, the theatre or to a family outing on the weekend – you’re focussed on that, not on the parking.
Happy Hours Parking – as a concept – says not only that you’ll save money during certain times, but that parking can be a positive part of your night. It’s not just about the product, it’s about your experience.”
The advertising highlights that Happy Hours Parking is available “nights and weekends” and directs would-be users to the Secure Parking website to find the best price and location for their trip.
The campaign has just launched and is currently rolling out in Sydney, Melbourne and Brisbane with a schedule of bus backs and taxi backs.
20 Comments
Clearly, this is a campaign that re-defines the meaning of ‘creative boutique’.
The term used to be associated with agencies known for producing carefully-crafted and high quality creative work.
Are you fucking serious?
Cabana Boys. What?
Every parking operator in Australia offers discounts on night & weekend parking…what a joke!
I’m not sure which I love more, the strategy, the concept, the writing or the craft.
i have something to park there, just had burritos
Bit VJ me thinks
Gold lion
you cannot be serious man, YOU CANNOT BE SERIOUS!!!
Why has the blue (and therefore male) car got pink shopping bags? What is he, A FAG?
next they’ll be putting the new target campaign up on here, seriously lynchy a bit of quality control is needed here.
Nik, with all the best intentions in the world, wtf mate!?
Hope it pays for a new lotus, long way from that little LynxJet campaign!
Truly dreadful
Either a great gag or you’ve gone back to the 50’s to do these ads.
Calm down everyone, it’s obviously a gag.
No one would PR this.
But you don’t get a license to drive until you’re 16yold.
?
I’m in hysterics here parking is a positive part of my evening? really? it’s “all about the experience” wtf and it “highlights the happy hours” ha ha yeah is that where it says in big clown style typography cheaper during happy hours.
I think this must be the agency just showing how shit some clients can be, you know pack shot, price in a star, 20 lines of copy etc.
Utter disgrace to the industry and campaign brief.
That’s it. I’m quitting the industry. It’s just reached a low that I never even thought possible.
pretty cool launch. loved it.
Haha your campaign is cute