Direct > Product/Service
MYTH-BUSTERS RECEIPT
OGILVYONE WORLDWIDE, London / AMERICAN EXPRESS / 2002
Awards:
Overview
Credits
Overview
BriefExplanation
The brief was to develop a simply realisable and cost-effective idea that gets the people in touch with the Sonax car-wax and that strongly convinces them that the product is valuable even for their own car.
CampaignDescription
The brief was to develop a simply realisable and cost-effective idea that gets the people in touch with the Sonax car-wax and that strongly convinces them that the product is valuable even for their own car. Since most people don’t realize the need for car care products, nor do they believe, what advertising wants to sell, either, our strategy was to give the people a proof that they can’t elude to deal with. So we gave them the most authentic proof that they can get: A real product demonstration on their own car.Since the effect revealed itself not until the first rain, the message arrived the car owner unexpectedly in an everyday situation and demonstrated the effectiveness of the Sonax car-wax in a real context. Cordell Burke Art Director/Creative Director OgilvyoneRick Sear Creative Group Head Ogilvyone
Effectiveness
Since the implementation did not require any spendings for the media itself, it was a very cost-effective and successful promotion for Sonax to get high awareness for their products.
Idea
Since most people don’t realize the need for car care products, nor do they believe, what advertising wants to sell, either, our strategy was to give the people a proof that they can’t elude to deal with. So we gave them the most authentic proof that they can get: A real product demonstration on their own car.Since the effect revealed itself not until the first rain, the message arrived the car owner unexpectedly in an everyday situation and demonstrated the effectiveness of the Sonax car-wax in a real context.
OtherCredits
Cordell Burke Art Director/Creative Director OgilvyoneRick Sear Creative Group Head Ogilvyone
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