LEAFBLOWER ATTACK by Ogilvy & Mather Frankfurt for Europcar

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LEAFBLOWER ATTACK

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Industry Car & Utility Rentals
Media Promo & PR
Market Germany
Agency Ogilvy & Mather Frankfurt
Executive Creative Director Dr. Stephan Vogel
Creative Director Peter Strauss
Art Director Ute Sonntag
Copywriter Peter Strauss
Released August 2010

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: EUROPCAR
Product/Service: CAR RENTAL
Agency: OGILVY FRANKFURT
Date of First Appearance: Aug 5 2010
Entrant Company: OGILVY FRANKFURT, GERMANY
Entry URL: http://www.ourwork.de/Europcar_CabrioPreview_E
CCO/Executive Creative Director: Dr. Stephan Vogel (Ogilvy Frankfurt)
CD/Copywriter: Peter Strauss (Ogilvy Frankfurt)
Art Direction: Ute Sonntag (Ogilvy Frankfurt)
Account Management: Anja Awatar (Ogilvy Frankfurt)
Account Management: Darius Darschin (Ogilvy Frankfurt)
Advertiser's Supervisor: Dr. Bernd Schmaul (Europcar)
Media placement: Promotion In Cities, Leaflets With Mirror And Comb. - Pedestrian Zones In Munich, Frankfurt, Düsseldorf - 05. August 2010

Describe the objective of the promotion.

Europcar is known as the "reliable (aka "good but kind of boring") car rental company with a strong focus on business travel. Our job was to point out that Europcar's fleet has lots of driving fun in store, too. The best proof: their wide and affordable selection of convertibles.

Describe how the promotion developed from concept to implementation.
The idea:
We gave unsuspecting passers-by a surprising and refreshing "preview" of the unique convertible driving sensation: A promotion team with leaf blowers caused heavy airstream - and typical "convertible hairstyles" only to reconcile their W"victims" immediately with special offers for a real ride with Europcar.

Explain why the method of promotion was most relevant to the product or service.
The leafblower attack was the first of its kind in Gemrany's pedestrian precincts, creating a unique combination of surprice and amusement for the audience. Thus, the promotion provided exactly the brand image facette that was missing: fun: And it did so without diminishing the already well-established Europcar values. It was the kind of advertising the audience would never have expected from Europcar but which they readily (and in many cases enthusiastically) embraced.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Passers-by (and quite a lot of bystanders) really enjoyed both the unexpected refreshment and the special offers. The team handed out hundreds of "Mirror Cards", convertible bookings got a boost of up 14.3% at the promotion locations. And: many customers happily revised their image of Europcar.