Description
Consumer Protection Board, Road Administration, and Tax and Customs Board carried out a collective campaign to raise awareness how to wisely buy used cars, as this is an area where buyers are often deceived or misleaded. It was important to remind consumers to check the background both of the car and the seller. SOLUTION The highlight of the campaign was special solution for outdoor advertising – the blue plastic barrels read “Don’t get a barrel! Buy a used car wisely!” (“don’t get a barrel” means “don’t get screwed” in Estonian). The barrels were placed in front of Estonian Motor Vehicle Registration Centers, and also chained near “legendary” car market in Tallinn where they quickly disappeared. RESULTS During the campaign, there were about 7,000 unique visitors on the campaign page per week (15,000 on opening week). Media got involved from the first minute, and covered the campaign powerfully in all channels. Campaign was positively received by a number of car dealers, some voluntarily put up the campaign banners to their websites; showed the campaign clip on their Facebook page; displayed campaign barrels on their sale sites.
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creative
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projektijuht