June 25, 2008 – 12:23 pm by Bibhuti | 1 Comment »
“If you drive through Costa Rica do it with a car that’s not yours.”
Agency: JWT, San Jose, Costa Rica
Art Director: Alfredo Enciso
Creative Director: Christian Caldwell
Director: Khalo, Grupo Produccion Creativa
Award: Gold & 2 Silver Direct Lions Winner
Nelka Rent-a-car is a medium-sized car rental company in Costa Rica. It has a fleet of about 200 cars and 10 offices in different parts of the country.
Problem:
Their client wanted to rent out at least 80% of its fleet for the summer season. Their problem was competing against huge advertising investments their competitors were making in order to get most of the foreign tourists.
Solution:
The agency proposed to get hold of a different market, the one niche no one has yet taken advantage of: the national tourist.
Phase I:
Our first step was to create a blog, named after costaricaholes.com. This was an independent site dedicated to the bad conditions of Costa Rican highways and streets. People here were able to complain about the problem and upload their own pictures of the holes on the streets.
Only after 15 the site was online, people placed it as one of the top-10 sites in the country, getting around 30,000 clicks and almost 1500 photos were uploaded.
Phase II:
On this phase, the blog turned into the official website of Nelka rent-a-car, thus beginning with a massive campaign. We launched a print campaign using the pictures people themselves uploaded onto the website.
The copy reads:”If you drive through Costa Rica, do it with a car that’s not yours, Nelka Rent-a-car, special fares for residents.”
Result:
During summer, after the whole low-budget campaign ended, Nelka rented out all of its cars, being the national clients 95% of it. This result was way over their client’s expectations. After summer, Nelka rent-a-car, has found and taken a hold of a new niche market.
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Tags: Cannes Lions, Car, Nelka, Rent
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