Advertising you just can’t ignore

On Friday, a very strange green car sped past me as I crossed the Umgeni River.  I was fascinated and needed a better view.

Now isn’t that the ideal response to an ad?  This road is notorious for speed traps, so I wasn’t going to chase after it, but for once, I hoped for a red robot so I could catch up take another look.  Happily the robots obliged, and I whipped out my cell phone to take a photo.

Car covered in grass

So what did Easigrass do right?

I think the success of this mobile outdoor advertising lies in a clear strategy, a simple and effective creative concept, and a great execution of that concept.

The ad is different
Differentiation is rule 101 in marketing, and this makes the brand stand out from the competition.

It’s quirky
This ad is certainly not just yet another ad in a home improvement magazine.  It’s quirky, unique and doesn’t take itself (or the brand) too seriously.  This might not work for every brand, but hey, we’re talking about fake lawns!

It’s single-minded
You’re in no doubt what’s being advertised.  You can see the product (and if you were walking by, you could even touch it.)

It’s memorable
It’s not often that you see a car completely covered in grass driving along the road!  And for me, it wasn’t enough to be entertained by the car, I needed to share this with others.

Show, don’t tell
The product benefits are clearly demonstrated – if this “grass” can withstand being blown around at 60 km per hour or more, it’s sure to withstand rain, wind and general wear and tear.

Clear contact details
A simple, easy-to-remember web address on the side window.  Though I don’t think the back window is as successful.  I find the phone numbers and QR code just clutter the small space that’s available – and no-one driving behind it is going to take note of details while they’re negotiating traffic.

Smart Car as mobile advertising medium

Hats off to Van Dyck Carpets.  Personally, I’m not a fan of artificial lawns, but the ad was compelling enough to demand I take a second look.

If you’d like help with your advertising, give us a call.  We’d love to create something that works for your particular brand.

14 Comments

  1. Jorg Borgwardt on September 5, 2013 at 09:09

    An interesting idea but hardly effective Advertising. Notice that all people liked the car yet nobody commented on the message. This is Vampire Video at its best. The agency which created this would not get an advertising budget from me. Maybe a small sum for an event? Sorry to be so blunt.

    • Steve on September 6, 2013 at 01:54

      So, Jorg: you’d trim the budget further an send the vid. to the lawn cemetary?

      – Steve

    • Ann Druce on September 6, 2013 at 08:32

      Hi Jorg

      You may be right, but the true measure of efficacy is simply whether it met the marketing objectives.

      We can’t accurately assess the effectiveness or otherwise of this advertising without knowing the impact on sales or generating leads, awareness or whatever other objectives were set by their marketing team.

      • Jorg Borgwardt on September 6, 2013 at 09:25

        Ann, I wouldn’t understand anybody who spends money w/o having a clear objective of return. Just to create buzz for a beautifully designed car (I give you that) but no traffic to the site is quite childish, don’t you think? Unless the idea was to sell grass and the car runs on it 🙂

        • Ann Druce on September 6, 2013 at 10:11

          Hi Jorg, I can’t agree.

          I don’t know what their objectives were or whether they were clear or not.

          I don’t know if this ad (together with other activity or alone) met the marketing objectives, or whether it drove traffic to their website or not.

          I don’t know if they provide reps with company cars so that only the customisation that was an on-cost or whether they sank their annual marketing support budget into this one element.

          What I do know is that this likely to be a low-interest category in a region with reasonably big gardens, gardeners and a focus on outdoor living that would probably combine to gear the market to natural grass. It’s a lot cheaper than the synthetic version, and since there is usually help with maintenance, that’s not such a compelling advantage. So anyone who wants to compete here had better do something to command attention of this target market.

          I’m not suggesting that a single car driving around one solitary suburb is an advertising campaign. No more than a lone magazine ad would be.

          But outdoor advertising has proven efficacy and this certainly stands out from the morass of home-improvement advertising and presents an unconventional product in an unconventional manner.

  2. Kobus on September 2, 2013 at 18:04

    I must say, just to see the people around me on the road makes my day.
    When was the last time you drove, and Everybody is laughing.
    Seriously everyone,
    I love to drive the bug.

  3. Hugh on August 31, 2013 at 09:52

    Hate to have to wash it !! Otherwise agree that it catches the eye and creates awareness.

    • Ann Druce on September 2, 2013 at 08:02

      Good point – I don’t think the automated car wash would be a good idea!

    • Kobus on September 2, 2013 at 18:02

      Hi, i have an EasiBug in somerset-west, and i must say in 5 months didnt wash it once, and still looks good

      • Ann Druce on September 2, 2013 at 18:48

        Now that alone would make driving an Easibug a good idea!

  4. Randy Kershner on August 29, 2013 at 22:27

    Love it! Catchy outdoor/mobile advert and nice summation of the successful strategy/execution. Thanks for sharing.

  5. Fiona Ingram on August 29, 2013 at 14:43

    I want one as well. I will drive around more just to show off!

  6. Zipho Zulu on August 29, 2013 at 13:18

    I like it.when can i get mine?

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