GENT'S TOILET CAMPAIGN by Black Magic Marker for IVDM

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GENT'S TOILET CAMPAIGN

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Industry Automotive
Media Promo & PR, Case study
Market Netherlands
Agency Black Magic Marker
Art Director Diego Arroyo
Copywriter Alexander Zwart
Producer Fiona Jacob
Illustrator Jeroen Brinkhuis
Released March 2011

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: IVDM
Product/Service: INSTITUTE FOR SUSTAINABLE MOBILITY
Agency: BLACK MAGIC MARKER
Date of First Appearance: Mar 24 2011
Entrant Company: BLACK MAGIC MARKER, Amsterdam, THE NETHERLANDS
Chief Creative Officer: Annick Benerink (Black Magic Marker)
Art Director: Diego Arroyo (Black Magic Marker)
Copywriter: Alexander Zwart (Black Magic Marker)
Account Manager: Michiel de Vos (Black Magic Marker)
Producer: Fiona Jacob (Black Magic Marker)
Illustrator: Jeroen Brinkhuis
Production and Distribution: Simone Lunstroo (Paint it Yellow)
DTP: Erna Bomers
Media placement: AutovakRAI Venue - Toilets - 28 March 2011
Media placement: Bovag Training And Educations Centre - Toilets - 28 March 2011

Insights, Strategy & the Idea
- The objective was to show that some sustainable innovations are less complex than most people may think.

- The target audience exists of people (mainly men) working in the mobility and automotive branch.

- The inspiration for the sticker campaign came from the fact that urea, a substance in urine, is currently used as an environmentally friendly fuel additive.

- Therefore the sticker showed up, addressing the message in toilets during the AutovakRAI (business-to-business automotive venue) and BOVAG (automotive and mobility training and educations centre).

Creative Execution
The creative solution was not only to reach as many people as possible of the target group on the AutovakRAI venue and BOVAG Training & Education site, but also to gain free publicity in automotive, mobility and sustainability publishments.

Even without sending a press release the campaign attracted a lot of rumour on the venue. Media started to report it after facing the stickers themselves. After a press release the main branch media picked up the story and published it.

Results and Effectiveness
There were approximately 20.000 visitors who have seen the campaign on the venue site, all in the heart of the target audience.

We had free print and online publishments in the main automotive, mobility and sustainability magazines.
Next to that there were a lot of positive reactions on the venue from the automotive branch. IvDM got into contact with many prospects.