YOUR BIKE DOESN´T NEED A LICENSE PLATE by Publicitas Saatchi & Saatchi Ecuador for Bikestop

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YOUR BIKE DOESN´T NEED A LICENSE PLATE

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Industry Bicycles, Retail, Distribution & Rental companies
Media Promo & PR
Market Ecuador
Agency Publicitas Saatchi & Saatchi Ecuador
Creative Director Mariano Ponzano
Art Director Fernanda Arias
Released May 2010

Credits & Description

Category: Best Use of Shopper Marketing in a Promotional Campaign
Advertiser: BIKESTOP
Product/Service: BICYCLE STORE
Agency: PUBLICITAS/SAATCHI & SAATCHI
Date of First Appearance: May 29 2010
Entrant Company: PUBLICITAS/SAATCHI & SAATCHI, Quito, ECUADOR
Creative Director: Mariano Ponzano (Publicitas / Saatchi & Saatchi)
Writer: Pablo Aguirre (Publicitas / Saatchi & Saatchi)
Art Director: Fernanda Arias (Publicitas / Saatchi & Saatchi)
Media placement: PRINT - El Comercio - 14 April 2010
Media placement: POSTERS - In Store - 14 April 2010
Media placement: GUERRILLA - In The Streets - 14 April 2010

Describe the objective of the promotion.
In Ecuador, a new law that regulates traffic in order to reduce the number of cars during rush hour has been implemented. This law resticts the circulation of certain vehicles based on their licence plate number. People still need to move and travel around the city, even on days their cars are restricted. Public transportation vehicles are old, dirty and uncomfortable, for this reason people still use their cars on restricted days, risking a fine of $75.

Describe how the promotion developed from concept to implementation.
LET'S START USING BIKES. Quito is a small city with short distances and everything is nearby. To incite this we have created a promotion with guerilla, flyers, P.O.P. where people who were fined for using their cars (a lot of people) could go to any of our stores and BIKESTOP WILL PAY FOR THE FINE by giving out a discount worth the value of it on any bike purchase.

Explain why the method of promotion was most relevant to the product or service.
It is a great insight in Ecuador that all drivers have been fined at least once for disregarding this new traffic regulation.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The value of the ticket ($75) is between 10 and 15% of the value of any bike, which isnt a significant expense for the store. We had a great acceptance and appreciation by our audience, increasing sales by 27%.