Direct > Strategy
DENTED METAL
TBWA\GGT, London / PRUDENTIAL / 2004
Awards:
Overview
Credits
Overview
BriefExplanation
Prudential had a stand at the MPH Motor Show, held at Earl’s Court in London. To drive traffic to the stand they offered a free prize draw to win car insurance for a year. The brief was to produce simple, A2-sized posters to promote the competition.
CampaignDescription
Our solution was to use authentic car body panels, fabricated from sheets of 20-gauge steel. Then, they were professionally sprayed, overprinted with our message, and unprofessionally dented to simulate a real minor accident.
Outcome
We know that over 800 competition entries were logged at the stand. Many more were received after the event. The total number of entries was more than double the initial target.
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