Buy Green Drive Green - Radio Commercial

Radio commercial produced for the EFCCE-Adventure 2009.

Strategy: Alper Kasikci
Creative Concept: Ted Maas
Production: Alper Kasikci
Voices: Alper Kasikci and Marieke Lightband

After having analysed the market&consumer research results and consumer insights, we saw that the entertaining or positive campaigns did not have an impact. 75 percent of people wanted to drive green but they did not even know that the "ungreen" cars had such a bad impact on the environment or it couldbe as easy as the traditional way of driving or purchasing green.
Previous strategies did not work. They counted just as a preparation phase. At this point, a campaign conveying reality without secondary ways of entertainment was the promising way; just as it happened with "anti-smoking" campaigns. When the institutions changed their strategy from entertaining to reality campaigns, 30 percent of more people quit smoking. This comparison encouraged us to consider a reality campaign for "anti ungreen driving" and we also had an advantage: If you quit smoking, you quit smoking; but if you quit "ungreen" driving, you still drive, but you drive green.
So awakening people was the objective. It is automobile brands' job to create affection towards their green models, but our job was to awaken people.

This radio commercial was a part of a 360 degrees campaign which consisted of a website, highway billboards, city billboards, TV commercial, Facebook, Youtube and outside non-traditional ambient and guerilla marketing tools.

Posttests showed that we had an impact of 80 percent on our target group.

Category:

Film & Animation

Tags:

• Radio
• Commercial
• Drive
• Green