Category

Award

THE TEST DRIVE BILLBOARD

Silver Spike

Case Film

Presentation Board

ClientLAND ROVER
ProductLAND ROVER
EntrantY&R SINGAPORE, SINGAPORE
Type of EntryUse of Direct Marketing
CategoryDirect Response Print or Standard Outdoor, including Inserts
TitleTHE TEST DRIVE BILLBOARD
Product/ServiceLAND ROVER
Entrant Company : Y&R SINGAPORE, SINGAPORE
Advertising Agency : Y&R SINGAPORE, SINGAPORE
Advertising Agency 2 : THE CAMPAIGN PALACE MANILA Taguig, THE PHILIPPINES
Credits
Name Company Position
Badong Abesamis The Campaign Palace Manila Executive Creative Director
Herbert Hernandez The Campaign Palace Manila Executive Creative Director
Marcus Rebeschini Y&R Asia Executive Creative Director
Sandy Salurio The Campaign Palace Manila Executive Art Director
Kittisak Poonnotok Y&R Singapore Art Director
Joshua Hepburn Y&R Singapore Copywriter
Matt Grim Y&R Singapore Copywriter
Flow Lindo The Campaign Palace Manila Business Unit Director
Kat Camus The Campaign Palace Manila Account Manager
Ariel Bautisa The Campaign Palace Manila Account Manager
Carlos Averion The Campaign Palace Manila Studio Head / Digital Imagist

Describe the brief from the client:

The billboard carried a headline clearly calling the target to action – In this case, to test drive the car.

Creative Execution:

Making consumers test drive the car and experience it is often the best way to convince them to buy it. This sales strategy is amplified in the idea – they can actually test drive the car by bringing it down from a billboard near them.

Describe the creative solution to the brief/objective.

Socially active Filipino go-getters who want to be recognized and respected for their ambition and ability to purchase for themselves the finest things in life.

Describe the results in as much detail as possible.

The Test Drive Billboard increased the number of test drives 10 times over, compared to the number of test drives from the showroom.