Background. Scratches on Your Car Static Stickers. Novo Cortex advertising agency used guerrilla marketing to build brand awareness for VrijVerzekerd.

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Presentation transcript:

Background

Scratches on Your Car Static Stickers. Novo Cortex advertising agency used guerrilla marketing to build brand awareness for VrijVerzekerd an online insurance company in Europe.

Challenge/Brief of the campaign.

Objective was to build brand awareness for VrijVerzekerd, a Dutch car insurance company. To tell how fast and easy their damage repair service is. Without a media budget. Novo cortex decided to use guerrilla marketing tactics. When you get closer to the car, you can read the sticker text: “Repairing your damages can be as easy as removing this sticker. Insure your car on VrijVerzekerd.nl and get a discount of 10-49%”.

Place stickers with scratches on expensive cars in large cities. Scratches were printed on static paper, a low-tech innovation in Print advertising.

The Idea

Novo cortex filmed reactions of car owners with a hidden camera. Placed the video on YouTube and sent a link to marketing and car weblogs. They also invited blog readers to test the removable stickers on their colleagues and friends (to share the fun and because we love co-creation and crowdsourcing).

Result.

The video got about views in its first month and achieved #29 in the YouTube ranking for the Most Viewed Humour Videos in the Netherlands The hidden camera video has over views now. Invitation to test stickers on your friends was published by about 20 blogs and online communities in the Netherlands and Belgium. The daily traffic on VrijVerzekerd.nl was 3 times higher than before the campaign, and the average time spent by visitors on the site increased by 20%.

Published across 20 different blogs with 42,000 free impressions. The guerrilla marketing campaign Scratches On You Car was created by Novo cortex in co-operation with Red Graphic. The campaign won Gold at the international Creativity Awards in the US.

Marketing Problem

With a budget under 1,000 euros the team had to make a lasting impression when it mattered most – when drivers came back outside to re-enter their cars. The campaign came had a little risk to it. Since the owners were sure to be full of intense emotion when returning to their vehicles and thinking they had been damaged

Analysis of work.

The idea is so fun and enjoyable. Not just fun but it give some awareness after our car get scratched when we park. And also this solution and fast damage repair.