Cannes Lions

CAR/TRUCK RENTAL

JWT SYDNEY, Sydney / THRIFTY / 2008

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Overview

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Credits

Overview

Execution

The target, fed up with traditional messages from the market leaders, were ripe for the picking to receive our innovative media solution.

In this activity we appeared on live TV holding up starbursts with the message ‘Free placement on live TV, That’s Thrifty Thinking’. They were held up behind the hosts of a live TV broadcast of Australia’s top rating morning breakfast programme ‘Sunrise’.

Our clever and unconventional media idea resonated with the target – research established that people wanted to hear from an alternative to the traditional market leaders. Thrifty was seen as a modern day underdog with the bravery to do things differently.

Outcome

The starbursts were seen clearly for over 4 minutes during the 8am prime time slot on National TV. This equates to over $100,000 free media, reaching an audience of almost 1,000,000 viewers.

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