Advertiser: METRO RIO
Agency: SCRIPT
Category: Best Use of Guerilla Marketing in a Promotional Campaign
Art Director: André Öberg (Script)
Account Supervisor: Beatriz Esteves (Script)
Copywriter: Daniel Thomer (Script)
Copywriter: Fábio Penedo (Script)
Art Director: Lucas Carvalho (Script)
Art Director: Marcos Siqueira (Script)
Account Supervisor: Rodrigo Amado (Script)
Creative Supervisor: Fábio Penedo (Script)
Creative Director: Ricardo Real (Script)
Implementation
In Rio, when you park the car on the street, it's usual to find cards offering to buy your vehicle – the "We buy your car" cards. So, we changed the original headline and created the "We buy your car for 1 day" card.On World Carfree Day Eve, we put 10,000 of it on cars parked near metro stations, just like car dealers do. As it was written, on the next day, people could exchanged the card for an one-way metro ticket. You could go to any metro station and simply give the card to receive the free ticket.
Client Brief Or Objective
On World Carfree Day, Metro Rio – the subway company of Rio de Janeiro – not only wanted to attract more users. They wanted to show to Rio's citizens that a city with less cars and a life with "green" transportation is possible.
Outcome
10,000 drivers were affected by our cards. About 30% of them (3,071) took an active action and got their free tickets. As it was valid only for one day and the exchange was done in the metro stations, we can say all – or almost all – 3,071 free tickets were really used.All this response with a very low investment: the production of 10,000 paper cards, a little staff for the execution on the day of the activation, and 3,071 free metro tickets that had in fact no cost for our client.
Relevancy
Every year is the same: comes World Carfree Day and people see countless campaigns telling them stop using the car in benefit of the environment. A lot of statistics about planet's health, but in fact everybody feel very distant from all these numbers.So, we tried to escape from this line with a creative and practice solution. Creative because we picked a very common custom from our city in a new way. And practice because we gave a real benefit for our target: a free ticket to change the car for the metro.