Category: Cars & Automotive Services
Advertiser: TOM TOM
Product/Service: TOM TOM HD TRAFFIC
Agency: BUNGALOW25
Executive Creative Director: Pablo Pérez-Solero (Bungalow25)
Creative Director: Javier Galiana (Bungalow25)
Account Director: Marta Larrauri (Bungalow25)
Account Executive: Raquel López De Lacalle (Bungalow25)
Executive Creative Director: Julio Gálvez (Bungalow25)
Creative Director: Iñigo Ancizu (Bungalow25)
Media placement: Ambient, street marketing, - Madrid street - 16 november 2011
Describe the objective of the promotion.
To present the TOM TOM HD Traffic to the mass media
Describe how the promotion developed from concept to implementation.
How to disappear a 25,000-car traffic jam?
HD Traffic is a Tom Tom service that guides the driver through the less congested route. If only 10% of drivers would use it, the traffic would be smoother on the roads. In other words, the traffic jams would disappear.
Explain why the method of promotion was most relevant to the product or service.
To demonstrate the benefits, the night of the 15th November we blocked off San Bartolomé Street, in the heart of Madrid, and placed 25,000 toy cars in the road. The entire street by dawn was completely stuck. In other words, we created the largest worldwide jam: 25,000 cars. And, in less than 15 minutes, it went away.
Describe the success of the promotion with both client and consumer including some quantifiable results.
The action generated over 200 news items in the mainstream national media: TV, press and online.
More than 1,500 warnings in Google, via RSS
500 links in social media
It reached hundreds of Bloggers worldwide.