Advertiser: AMIS
Agency: OGILVY & MATHER
Category: Best Use of Screens
Advertising campaign: MICRO THEFT
Art Director: Ana Mendez (Ogilvy & Mather Mexico)
General Creative Director: Carlos Holcombe (Ogilvy & Mather Mexico)
Copywriter: Abraham De Lazaro (Ogilvy & Mather Mexico)
Agency Producer: Juan Pablo Osio (Ogilvy & Mather Mexico)
Associate Creative Director: Marcela Estrada (Ogilvy & Mather Mexico)
Copywriter: Guillermo Vazquez (Ogilvy & Mather Mexico)
Art Director: Jorge Marrufo (Ogilvy & Mather Mexico)
Account Director: Miguel Velazquez (Ogilvy & Mather Mexico)
Visual Director: Pipe Ybarra (Whiskey Films)
Art Assistant: Daniel Ramírez (Ogilvy & Mather Mexico)
Creative Director: Guillermo Bernal (Ogilvy & Mather Mexico)
VP Creative Services: Miguel Angel Ruiz (Ogilvy & Mather Mexico)
Development: Pedro Parra (Astlix)
Development: Felipe Aguirre (Astlix)
General Creative Director: Ivan Gonzalez (Ogilvy & Mather Mexico)
Execution
We invented a new device: an oven with a screen in its door, remotely connected to a van that checked which car the client had and sent a video of a car of the same model Into the oven in the store, from a library of the top 10 most stolen cars we previously filmed in the location, all shot in black and white so that the owner didn’t notice it wasn’t their car.
Effectiveness
Along with other actions AMIS made: 34% increase on visits to the brand site Nadaessegurotusegurosi.com.mx
Strategy
Around 9 cars are stolen every hour in mexico & a thief needs just up to 30 seconds to steal a car. AMIS has always promoted that people get insurance, so we invented a new and unexpected way to do it.We installed hidden cameras in one of the most crowded mini markets in mexico city on a rush hour, when people tend to buy more microwaveable fast food. So when they heated it, a video began to play on the oven screen of a thief stealing a car of the same model as their own and on the same parking space. The client, thinking he was being robbed, would go out and find that it was all a stunt and go back to the oven, to find this message: your car can be stolen in less than 30”. Get insurance. AMIS.