Sportspec: Parking Ticket Converter

Credits:

Type of Entry: Use of Media
Category: Ambient Media
Title: PARKING TICKET CONVERTER
Advertiser/Client: SPORTSPEC
Product/Service: BICYCLE RETAILER
Entrant Company: GOSS Gothenburg, SWEDEN
DM/Advertising Agency: GOSS Gothenburg, SWEDEN
Creative Credits
Name Company Position
Albin Larsson Goss Art Director
Johan Nerman Goss Copywriter
Anna Troglin Goss Account Manager
Mimmi Andersson Goss Art Director
Johan Good Goss Account Supervisor
Louise Christiansson Goss Graphic Designer
Elin Andreasson Goss Production Designer
Lena Björklund Henriksson Goss Production Designer
Fredrik Toreskog Goss Account Supervisor
Stig Lundstedt Goss Account Supervisor
Gunnar Skarland Goss Art Director
Jan Eneroth Goss Art Director
Mattias Frendberg Goss Art Director
Micke Schultz Goss Copywriter
Ulrika Good Goss Copywriter
Elisabeth Berlander Goss Copywriter
Robert German Goss Digital Director
Monica N Persson Goss Account Manager
Lena Kling Goss Account Manager
Anna Kling Hult Goss Traffic
Details
Describe the brief from the client:
Bicycle shops are usually fairly conventional when it comes to marketing: Every season has its own "Now on sale"-drives. Sportspec ("The Sport Specialists", formerly "The Bike Specialists" in Gothenburg, Sweden) needed a way of being more active even in-between the seasonal sales. How can we create an attractive offer that can be used whenever we want and doesn’t risk drowning in media noise? The target audience was car owners that got a parking ticket in central Gothenburg.
Creative Execution:
At no time is our target group more frustrated over the difficulty of finding parking in central Gothenburg, than when they’ve just gotten a parking ticket. As an encouragement, and a way of showing them an alternative to cars and tickets, we provided a folder with which they could turn the ticket into a discount when buying the bicycle of their choice. The black and yellow graphics are well known to biking people in Gothenburg which make the envelope also act as a kind of mini-poster for Sportspec, spread over cars in central Gothenburg.
Describe the creative solution to the brief/objective.
On cars with a parking ticket, Sportspec placed an envelope right next to the ticket. When the car owner placed the ticket in the envelope, it magically transformed it into a bicycle discount. The larger the fine, the more substantial the discount at Sportspec. The envelope turned bad news into better news.
Describe the results in as much detail as possible.
The campaign is still running (and will keep running for a long time – it was constructed with longevity in mind). Up to date, one thousand "discount tickets" have been handed out. One out of every seven has been converted into discounts on (very expensive) new bicycles.