The goal of any advertiser is to create an advertising campaign that engages the target audience. We want to create something that makes people take notice and perhaps even more importantly, take action. Chevrolet recently created an outdoor campaign in London that did both of those things–whether or not it was truly effective is in dispute.

To advertise the low starting price of their Chevy Aveo, they created a billboard made of 769,500 pennies, the exact amount that it takes to purchase a new Aveo. People noticed. Unfortunately, the action they took was not going to their local Chevy dealer, it was STEALING THE PENNIES off of the billboard. They were reportedly gone within 30 minutes.

Next time perhaps Chevy will put the billboard somewhere higher than street-level (although it didn’t stop the guys with the ladder…).

Garret Ohm
http://www.orange-element.com

This entry was posted on Monday, August 4th, 2008 at 10:59 am and is filed under Blog Posts. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.