Car One: DAMN LICENSE PLATES

Credits & Description:

Advertiser: CAR ONE
Agency: LEO BURNETT ARGENTINA
Category: Acquisitions
Advertising campaign: DAMN LICENSE PLATES
Creative Director: Daniel Fierro
Executive Producer: Fabián Zayat (Gloria Films)
Agency Producer: Federico Puricelli
Editor: Javier Falchi (Gloria Films)
Chief Creative Director: Carmelo Maselli
Chief Creative Director: Luis Sanchez Zinny
Copywriter: Maximiliano Preciado
Account Director: Hernán Cuñado
Director Of Photography: Federico Cantini (Gloria Films)
Director: Julian Castro (Gloria Films)
Director: Nah! (Gloria Films)
Account Executive: Rafaela Neves
Account Supervisor: Agustín Remaggi
Director: Alejo Rosemberg (Gloria Films)
Art Director: Fernando Torres
Producer: Lila Romero (Gloria Films)
Agency Producer: Sebastián Tarruella

Implementation
Throughout January, anyone with an unfortunate license plate could get rid of it by changing their car at Car One. By loading a picture of their embarrassing license plate on Facebook, they took part in a contest to win money to change their car. Also, those that came across an unfortunate license plate on the street could also take part and win other prizes.

Client Brief Or Objective
Car One, top leader in sales of used cars in Argentina, has recorded an even growth over the last years, but in January, sales tend to dramatically plunge down. It was necessary to encourage people, Facebook fans, to change their car during that month.There are people that would like to change their car because they feel ashamed of their license plate. That’s why they had to load a picture of that Unfortunate License Plate to take part in a contest to change their car.The idea was launched online via a viral campaign with a simple question to our Facebook friends: Would you like to be the lucky one for having an unfortunate license plate?

Execution
Unfortunate License Plates is a powerful, original and unique idea in its segment, based on the insight that many people don’t have a license plate, but a disgrace stuck onto their bumper.For this idea, Car One has positioned itself as an unchallenged leader in Top of Mind and purchase intent. January recorded the highest number in used car sales. And we helped people to feel proud again for their car.

Outcome
Car One has positioned itself as an unchallenged leader in Top of Mind and purchase intent. January recorded the highest number in used car sales. And we helped people to feel proud again for their car.Considering the low-budget campaign and that there were only social ads, the video was played 75,000 times in less than 10 days and the app hit 9,000 unique visits in less than 15 days.