MercerBell claims media first with ‘car park domination’ campaign for Allianz
In what the agency is claiming to be an Australian media first, MercerBell has bought out all available media space in six car parks in Sydney and Melbourne for client Allianz.
Messaging to promote Allianz’s car insurance will run on parking tickets, boom gates on entry, parking bays, floor decals, pillar wraps, eyelites and wall ‘artworks’ up to 21 metres in size at sites such as Westfield Castle Towers, Parramatta, Doncaster and the Glen.
“We are very proud of this campaign especially as it is the first of its kind in Australia,” said MercerBell’s GM, Julie Dormand. “It is the perfect mixture of creative and strategy that sends a strong and important message to customers and engages them further with Allianz. We have every confidence that this will be a successful campaign given we are reaching our desired market directly by using car parks.”
The car park campaign will run in support of TV work to promote Allianz car insurance, also created by MercerBell.
http://youtu.be/oUfoasENJlo
Credits:
Beni Ient – Art Director
David Barton – Copy Writer
Andy Clifford – Account Manager
Lex Tully – Production Manager
Jessica Matthews – Media, OMD
I may be a bit slow though I dont get it … who’s the media agency?
Mumbrella quoted: “In what the agency is claiming to be an Australian media first, MercerBell has bought out all available media space in six car parks in Sydney and Melbourne for client Allianz.”
Though OMD has been credited for Media?
If it was MercerBells idea & OMD’s media buy … shouldn’t this story be in a more favourable light for OMD?
(and trust me I dont work at OMD)
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I don’t understand the obsession with media firsts. Sure if its something amazing and worth talking about but come on what’s so groundbreaking about taking all the signs in a car park?
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I see the strategists have been working overtime on this one …. Hmmmm car insurance….Hmmmm…what could we do, what could we do…….I know!!
Let’s put a load of ads in carparks…thats pure, unadulterated genius right there….
They are kinda clutching at straws with the whole “media first” thing too aren’t they? Seems more like a buzz word simply to get them some free PR….
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Maybe there’s a reason no-one’s done it before
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Ooh, total car park domination.
Next stop, the phone booth.
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Vuego is the media format used here – I have seen the site live at Macquarie Centre in Sydney – looks pretty decent.
Creative is a little boring – but impact is BIG.
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Someone should do this in a station. Or an airport.
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Surprise surprise rather than simply say idea or good luck (or nothing at all), the cretins compete to see who can be first to impart the snidest remark
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And then Sven the mail-boy comes along with nothing to say at all about anything.
If it was a good idea, I’d say so. If it was an original idea I’d say so.
It’s neither, so I chose to take the piss out of it. Deal with it, kid.
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