Totalcom Print WORLD CAR FREE DAY by Fischer America Sao Paulo

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Industry Environmental & Animal Issues
Media Print, Magazine & Newspaper
Market Brazil
Agency Fischer America Sao Paulo
Creative Director Daniela Ribeiro, Diogo Mello
Creative Rafael Moreno, Widerson Souza
Editor André Magri
Released September 2011

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Creative Director: Daniela Ribeiro (Fischer & Friends)
Creative Director: Diogo Mello (Fischer & Friends)
Chief Creative Officer: Mario d’Andrea (Fischer & Friends)
Creative: Rafael Moreno (Fischer & Friends)
Creative: Widerson Souza (Fischer & Friends)
Convergence Director: Thais Fabris (Fischer & Friends)
Convergence Vice President: Pedro Porto (Fischer & Friends)
Production: Samia Tayeh (Fischer & Friends)
Production: Edson Santos (Fischer & Friends)
Production: Renan Gonçalves (Fischer & Friends)
Film And Photography: Anselmo Venansi (Fischer & Friends)
Editor: André Magri (Fischer & Friends)
Media placement: Web Video - Facebook - 23 September 2011
Media placement: Web Video - SWU Official Website - 23 September 2011
Media placement: Web Video - Youtube - 23 September 2011

Describe the objective of the promotion.
To make people aware that September 22nd is World Car Free Day. And to remind them that, specifically on this day, as a mark of respect to the planet, we should all leave our cars at home.

Describe how the promotion developed from concept to implementation.
We put about 20 plant pots around some parked cars, thus making it impossible for them to leave. We stayed around waiting for the driver to come back and filmed their reaction to the surprise. We then gave them some tree seeds as a gift to plant by way of thanks for their understanding.

Explain why the method of promotion was most relevant to the product or service.
We reached the people we were really aiming at: those who were using their cars on World Car Free Day. But we did it in a nice way: by finding their car surrounded by plants, the driver was also surprised by a nice promoter who gave them seeds and reminded them to remember the day next year.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The action was well publicised in the media, in articles about events that took place on World Car Free Day. However, we expect to find out the real result next September 22nd, when more people will be aware of the importance of the date and decide to leave their cars home.