Advertiser: Shell Hong Kong
Advertising Agency: JWT Hong Kong
Creative Director: Ben Ling, Hugo Yiu
Art Director: Ben Ling, Ada Wong
copywriter: Hugo Yiu, Kennex Ma
Advertising Agency: JWT Hong Kong
Creative Director: Ben Ling, Hugo Yiu
Art Director: Ben Ling, Ada Wong
copywriter: Hugo Yiu, Kennex Ma
Background
An exclusive promotion was held for Shell drivers to redeem free LEGO model Ferrari.
An exclusive promotion was held for Shell drivers to redeem free LEGO model Ferrari.
Execution
Our main challenge was to create noise and publicity throughout the city for this promotion. Shell (Global) had already built a 1:1 life-size LEGO F1 Ferrari for fore-court exhibition, but we wanted to take it one step further and bring it on the road with other drivers! To make this idea come alive, we held a car parade and installed the LEGO Ferrari on a roving truck and toured it around Hong Kong. It also stopped in high traffic areas to let drivers and pedestrians get a closer look and take photos.
Results
The life-size LEGO Ferrari caught the eyes of many drivers on the road. Some even followed the roving truck and took pictures, uploading them on social networks such as Facebook. The Lego Ferrari became a hot topic, with newspapers and websites reporting its sightings around town. During the first week of redemption, the LEGO model Ferraris were all sold out at Shell. By the second week, around 40,000 models were redeemed. The promotion was a great success!
Our main challenge was to create noise and publicity throughout the city for this promotion. Shell (Global) had already built a 1:1 life-size LEGO F1 Ferrari for fore-court exhibition, but we wanted to take it one step further and bring it on the road with other drivers! To make this idea come alive, we held a car parade and installed the LEGO Ferrari on a roving truck and toured it around Hong Kong. It also stopped in high traffic areas to let drivers and pedestrians get a closer look and take photos.
Results
The life-size LEGO Ferrari caught the eyes of many drivers on the road. Some even followed the roving truck and took pictures, uploading them on social networks such as Facebook. The Lego Ferrari became a hot topic, with newspapers and websites reporting its sightings around town. During the first week of redemption, the LEGO model Ferraris were all sold out at Shell. By the second week, around 40,000 models were redeemed. The promotion was a great success!
Car In town
Making Of
News Report
Shopping Mall Event
