Sixt: CASTOR

Credits & Description:

Category: Travel, Tourism & Leisure

Advertiser: SIXT

Product/Service: VANS AND TRUCKS RENTAL

Creative Director: Doerte Spengler-Ahrens (Jung von Matt)

Creative Director: Sascha Hanke (Jung von Matt)

Creative Director: Jan Rexhausen (Jung von Matt)

Copywriter: Frank Seiler (Jung von Matt)

Art Director: Kay Potthoff (Jung von Matt)

Editor: Florian Panier (Jung von Matt)

Account Manager: Miriam Paneth (Jung von Matt)

Account manager: Rabea Huthmann (Jung von Matt)

Account Manager: Benjamnin Wenke (Jung von Matt)

Camera (Freelance): Jesse Rosten

Copywriter: Henning Mueller-Dannhausen (Jung von Matt)

Media placement: Guerilla - YouTube, TV - 06-11-2010



Summary of the Campaign

For Germany’s boldest car rental company a group of young ad-men risked their necks. They gate-crashed an anti-nuclear waste transport demonstration with what at first appeared to be an act of solidarity: Sixt doesn’t like expensive transport either which is why it offers low price truck rental!

They provoked a fierce polarized reaction. Our fearless ad-men got threatened. Real anti-nuclear waste protestors threatened our fearless ad-men with "I’m going to beat you up" and "that’s just sick." But there were some genuine protestors who took the gate-crashing of the gig in their stride with statements including "This is over the top", "Funny", "How brave" and "Awesome".

This coup was written up in hundreds of articles in blogs and newspapers and even the national TV news reported on what the journalists called the Sixt Castor Coup. This stunt proved to have more power than nuclear fuel rods.



The Situation

The Germans are people who like to demonstrate. They demonstrate against employers, against taxes, against airports - and very intensely against nuclear power. Every year there is an enormous demonstration against the transport of nuclear fuel rods to the ultimate storage in Gorleben (a small town in Germany), that costs one million euro each time. It is a huge event that is broadcasted regularly in the top news and causes a huge media frenzy. We made use of this interest and demonstrated for personal matters of our client Sixt. Because Sixt is Germany’s biggest car rental company it is also against expensive transport: that’s why they offer low prices trucks.



The Goal

Sixt, is Germany’s biggest car rental company and very well by offering low price trunk/car rental so we made use of this media interest and borrowed the demonstration for our client Sixt.



The Strategy

We just choose the right place at the right time.



Every year there is at least one enormous demonstration against the overland transportation of nuclear waste to a final storage facility in Gorleben (a small town in Germany).



Execution

A group of young ad-men risked their necks as they gate-crashed an anti-nuclear waste transport demonstration. They provoked a fierce polarized reaction from real anti-nuclear waste protestors.



Documented Results

This coup was covered by all major TV Stations in the news. It was written up in hundreds of articles in blogs and newspapers and even TV Magazine Formats reported on what the journalists called the "Sixt Castor Coup". This stunt proved to have more power than nuclear waste.