Eurobest Young Creatives Selection - Missing colors Campaign December 2009

1. presents
* Wanda, Ana, Adina, Alina

2. Car pollution

3. If you insist on driving
a car, at least make
sure it’s a good car

4. The problem

5. When questioned about their willingness to buy environmentally-
friendly products, 75% of EU citizens said they were ready to buy
them even if they were more expensive, but only 17% actually did so
in the month before the survey.

6. The target
Who?
Why?

7. Who?
Families and young people aged 25-35:
• living in Romania
• average or high living standards
• consider buying a new car
• active life-style
• single or members of young families
•

8. Why?
• On a certain level, they are informed on ecological
matters, therefore they will be more open-minded, as long as
we give them a good reason
• Due to their age, it is more likely they haven’t owned a car before,
or they had a second-hand car
• They can be influenced to consider eco-friendliness
when buying a car, alongside other criteria (economy, size,
performance).

9. The objectives
What for?

10. Determine people to
acknowledge the
importance of car
pollution
Encourage Romanian consumers to
consider environmental performance
as a key factor in car selection &
purchase, alongside traditional
purchase factors: prize, size,
equipment, performance
Decrease CO2 emissions

11. Insight

12. Romanian cities are gray. They are missing colors.

13. People wish to change that

14.
Pollution puts things and places into a …gray perspective: it affects our
health and senses, it smells bad, it affects our skin and so on
Colors fade as pollution gets thicker: CO2 emissions affect both the
natural and the human environment.
•

15. Concept

16. Car pollution sucks colors

17. Strategy

18.
3-step strategy:
Make Romanians:
2. aware they lack colors
4. acknowledge the cause
6. bring colors back to their cities

19. Tactics

20. First step: we have a problem
Message: Missing colors?

21. PRINT
Inserts in magazines

22. OUTDOOR
• Huge outdoor banners in busy cross-roads, in most polluted cities
• The banners will have a sticky surface on the outside
(ex: Velcro material) that will attract pollution and dust particles
• The result: the colors will turn to gray in 2 weeks’ time and the message will be revealed:
Missing colors?

23. INTERNET
• Special project on websites (popular websites for both men and women of the target: menreport.ro,
askmen.ro, 121.ro, kudika.ro etc.) Activate a system that enables colors to fade away for a few seconds, when
entering the website
• Message: Missing colors?

24. INTERNET – BLOGS:
The same bloggers that joined the campaign in step 1 will
turn their blog colors into gray once again, this time
revealing the cause on a widget:
Car pollution sucks colors!

25. RADIO
CVO: Mommy, mommy, where do colors go?
SFX: ‘vacuum’ audio sounds

26. DIRECT MAILING
Drawing card.
On the left side, a
fragmented landscape
image. On the left, a
palette of colors, in gray
shades only. People will
have to color each piece
with the shades chosen

27. Second step: cause of the problem
Message:
Car pollution sucks colors.

28. PRINT
Inserts in magazines

29. OUTDOOR

30. INTERNET
• On the same web pages from step 1, a car appears and drags away the colors, revealing the
message:
• Car pollution sucks colors

31. INTERNET – BLOGS:
The same bloggers that joined the campaign in step 1 will
turn their blog colors into gray once again, this time
revealing the cause on a widget:
Car pollution sucks colors!

32. Revealing:
RADIO
CVO: Mommy, mommy, where do colors go?
SFX: ‘vacuum’ audio sounds
SFX: car engine sound

33. Third step: solution to the problem
Message:
Bring colors back to the city!

34. AMBIENT:
Message put on different columns in the city, to point the way to the
showrooms that sell eco-cars:
BRING COLORS BACK TO THE CITY!
Choose to buy a low emission car.

35. AMBIENT:
Button placed on the exhaust pipe of the eco-cars parked in public
parking places. When the engine is heated, the buttons will exhale a
colorful smoke.

36. UNCONVENTIONAL:
Partnership with eco-cars producers in Romania:
• Each time a person buys an eco-car, we will color up something in the city, as a reward, using graffiti,
ink, fabrics, lights, colored paper, projections and so on
• People will get to choose the object/building/statue to color from a list
• Pictures will be uploaded on the main website of the campaign, on blogs and will be sent to magazines
and newspapers along with a press release.

37. DIRECT MAILING
A palette of colors
with the shape of a
car, in a package that
reveals our message:
Bring colors back to
the city!
Choose to buy a low
emission car.

38. The end