Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: THOMAS PAPAI
Product/Service: MOTORBIKE - SHOP
Agency: DRAFTFCB PARTNERS
Chief Creative Officer: Bernd Fliesser (Draftfcb Partners)
Executive Creative Director: Patrik Partl (Draftfcb Partners)
Creative Director: Nicolas Frey (Draftfcb Partners)
Creative Director: Florian Schwab (Draftfcb Partners)
Client Consultant: Michael Mesaric (Draftfcb Partners)
Copywriter: Florian Schwab (Draftfcb Partners)
Copywriter: Armin Winkler (Draftfcb Partners)
Graphic Design: Simon Hagleitner (Draftfcb Partners)
Graphic Design: Doris Lehmann (Draftfcb Partners)
AD: Nicolas Frey (Draftfcb Partners)
Media placement: Promotion - Out Of Home / Ambient - 1st August 2011
Describe the objective of the promotion.
The motorbike retailer ‘Thomas Papai Motorroller & Scooter’ needed an efficient and attention-grabbing measure to attract new customers – on a very limited budget.
Describe how the promotion developed from concept to implementation.
The main goal was to reach bicycle riders directly in order to prevent wastage. We placed our idea on the bicycles – without hurting or disturbing the riders. So we showed the target audience in a playful way how cool it would be to ride a motorbike.
Explain why the method of promotion was most relevant to the product or service.
A business card was the most relevant and cost-saving medium. The potential customers could hold the contact details in their hands. Furthermore, the target audience got in touch with our message in a very relevant situation – while they got on their bicycle.
Describe the success of the promotion with both client and consumer including some quantifiable results.
Within a short period of time the retailer could increase his brand awareness and had incredibly high click rates on his website. Thomas Papai could win a lot of new customers.