Tops Security Outdoor MIRROR by DDB Mudra Group Mumbai

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MIRROR

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Industry Household maintenance & pet products, Alarms & Locks
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market India
Agency DDB Mudra Group Mumbai
Creative Director Hanoz Mogrelia
Art Director Rithwick K Raghunath
Copywriter Kashyap Joshi
Released September 2011

Credits & Description

Category: Transit
Advertiser: TOPS SECURITY
Product/Service: SECURITY SERVICES
Agency: DDB MUDRA GROUP
Chief Creative Officer: Sonal Dabral
Creative Director: Hanoz Mogrelia
Copywriter: Kashyap Joshi
Art Director: Rithwick K Raghunath
Other Credits: Rajeev Raja - National Creative Director

Ambient Execution Description
Brief and/or Objective
Tops security wanted to hire the best security guards in the business. But on a shoe string budget, an ad campaign was not possible. So, how could we make effective recruitment communication that reached out to the best security guards?
Concept & Activity
The idea; don’t do a press ad and yet contact the right target audience when they are paying maximum attention... at their time of duty.
In India, all cars are thoroughly scanned by security guards at Malls, 5 Star Hotels, commercial complexes, etc. These places also employ the best security guards who use a mirror to check underneath the cars. We hired a couple of cars and drove them to such high security places.
A sticker was stuck under these cars. When the security checked underneath the vehicle, he read the message off the sticker on his mirror perfectly. It said:
TOPS SECURITY IS NOW HIRING.
CALL 1800-2255-87