Europcar Promo BIKES GET OUT Ogilvy & Mather Frankfurt

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Sector alquiler de coches y técnica
Media Promo / PR
Mercado Alemania
Agencia Ogilvy & Mather Frankfurt
Art Director Ute Sonntag
Copywriter Peter Strauß
Designer Nadine Reich
Publicado agosto 2011

Creditos y descripciones

Category: Best Use of Ambient in a Promotional Campaign
Product/Service: CAR RENTAL
Chief Creative Officer: Dr Stephan Vogel (Ogilvy Germany)
Creative Director: Peter Strauß (Ogilvy Germany)
Art Director: Ute Sonntag (Ogilvy Germany)
Copywriter: Peter Strauß (Ogilvy Germany)
Account Management: Stefan Molter (Ogilvy Germany)
Project Manager: Julia Adrian (Ogilvy Germany)
Project Manager: Bernhard Schmidt (Ogilvy Germany)
Director Of Photography: Mathias Koehler (Ogilvy Germany)
Designer: Nadine Reich (Ogilvy Germany)
Advertiser's Supervisor: Dr Bernd Schmaul (Europcar)
Media placement: Ambient Promotion - Bikes Lanes Near Europcar Rental Station In Frankfurt And Near-By - 02. August 2011

Describe the objective of the promotion.
Europcar is perceived as a business car rental company. To strengthen their private business, they regularly do promotions to communicate the wide scope of their offerings, like car rentals with extra equipment (in this case: bike carriers). Our objective was to draw attention to this local promotion.

Describe how the promotion developed from concept to implementation.
We thought about the perfect touch point to reach our target group with zero media wastage: the bike lanes in German cities, marked with an iconic bike symbol. We made that very symbol part of our special offer ad – which we sprayed on bike lanes all around
Europcar stations.

Explain why the method of promotion was most relevant to the product or service.
Cyclists love mountains, valleys, woods and meadows. But they live in cities. Which is why Europcar created a special rental offer: car plus bike carrier. And asked us to promote it amongst city-bound bike enthusiasts on a local level - right around the Europcar rental stations.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The result: during and shortly after the promotion, Europcar saw an 24.3% increase in car rentals with bike carriers.