Sportspec Print, Ambient, DM, Case study Parking Ticket Converter by Goss

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Parking Ticket Converter

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Industry Bicycles
Media Print, Magazine & Newspaper, Ambient, Direct marketing, Case study
Market Sweden
Agency Goss
Art Director Gunnar Skarland, Mimmi Andersson, Jan Eneroth, Mattias Frendberg, Albin Larsson
Copywriter Ulrika Good, Elisabeth Berlander, Johan Nerman, Micke Schultz
Released December 2008

Awards

Cannes Lions 2009
Direct - Bronze

Credits & Description

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
Art Director: Albin Larsson
Copywriter: Johan Nerman
Account Manager: Anna Troglin
Art Director: Mimmi Andersson
Account Supervisor: Johan Good
Graphic Designer: Louise Christiansson
Production Designer: Elin Andreasson
Production Designer: Lena Björklund Henriksson
Account Supervisor: Fredrik Toreskog
Account Supervisor: Stig Lundstedt
Art Director: Gunnar Skarland
Art Director: Jan Eneroth
Art Director: Mattias Frendberg
Copywriter: Micke Schultz
Copywriter: Ulrika Good
Copywriter: Elisabeth Berlander
Digital Director: Robert German
Account Manager: Monica N Persson
Account Manager: Lena Kling
Traffic: Anna Kling Hult
Synopsis:
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.