HARVESTED MAT by TBWA\Hunt\Lascaris Johannesburg for Auto Trader

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HARVESTED MAT

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Industry Consumer & Public services
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market South Africa
Agency TBWA\Hunt\Lascaris Johannesburg
Executive Creative Director Damon Stapleton
Art Director Justin Wright
Copywriter David Edworthy
Producer Craig Walker
Photographer Chris Saunders
Released May 2009

Credits & Description

Category: Ambient: Small Scale Special Solutions
Advertiser: AUTO TRADER
Product/Service: COMMERCIAL TRADER
Agency: TBWA\HUNT\LASCARIS JOHANNESBURG
Executive Creative Director: Damon Stapleton
Creative Director: Justin Wright
Copywriter: David Edworthy
Art Director: Justin Wright
Account Manager: Kim Kruger
Photographer: Chris Saunders
Producer: Craig Walker
Date of First Appearance: May 12 2009 12:00AM
Entrant Company: TBWA\HUNT\LASCARIS JOHANNESBURG, SOUTH AFRICA

Description of Ambient execution
Brief: Due to a lack of space, Commercial Trader’s application to attend the NAMPO Agricultural Trade Show was unsuccessful. Commercial Trader asked us to give them brand presence around the trade show in a way that would not create conflict with the organisers of the event. Creative Solution: The NAMPO Agricultural Trade Show is attended by over 35 000 farmers from all over South Africa, so we decided to target the Bed & Breakfasts surrounding the show. Creative Execution: We place 100 welcome mats outside the B&B entrances and turned the mats into our media! Each mat had a section shaved out of it and a tractor strategically placed so that it looked like the tractor had harvested the mat. A copy of the Commercial Trader was left on the mat for the farmers to take home. Not only were we the first to welcome the farmers, but we also gave them a resource to find all the tractors and machinery they would encounter at the show, with the most competitive prices. Results: Not only was the Commercial Trader the first touch point the farmer’s experienced, but 35% of the mats that were sent out, yielded results in the form of contacts for Commercial Trader… impressive considering we weren’t after contact details and couldn’t get into Trade Show itself.