The car: a support with a powerful advertising impact!
We understand that each outdoor communication strategy should be adjusted to one of the most comprehensive rule of advertising described by Leo Burnett: “Good advertising does not just circulate information. It penetrates the public mind with desires and belief”. For this reason we manage the resources we have to create unexpected but interactive advertising through cars campaigns developed using guerrilla marketing techniques.
What does guerilla marketing techniques implies?
- A lot of imagination to create the visual impact
- Selecting and submitting the advertising message to points of interest
- Generating the buzz among potential clients
What approaches do we suggest?
- The usage of a wide ranges of “packaging” to redefine the communication support
- Advertising campaigns using private cars (Carvertising)
- Promoting the brand using taxis (transit advertising)
- Covering company's fleet
- Cost optimization - direct related to the needs to advertise
What surprises can occur after the campaign?
- A high memorization and transmission rate of the advertising message: 38% of the target can remember the campaign and 28% of the population can hear about it *
- An interesting feedback from the public concerned: 76% of the population can consider the campaign as a "pleasant" **
* Statistics provided after a one month campaign developed for a telecommunications company using 100 cars by a study carried out using the quotas method (gender, age) conducted by Brion Institute Associés Consultants on 27 and 28 September 2003 for seven subjects of investigation using 200 respondents who are representative to Paris population. Reference population: 6.2 million people.
** Data provided after a two months campaign developed using 80 cars owned by a transportation company by a study carried out using the quotas method (gender, age) conducted by Brion Institute Associés Consultants on 1st and 2nd of December 2003 for four subjects of the investigation using 208 respondents who are representative to Paris population. Reference population: 5 million people.
