The challenge was to raise awareness about the agency, stressing the fact that, regardless of being part of an international group, its influence goes beyond its global accounts, positioning itself strongly and effectively within both the national and regional market. In order to do that, we created a unique self-promotion campaign. Instead of creating a single ad as we had done in previous years, we decided to take JWT’s clients on a road trip. Spending only half as much as the price of a single ad, The Business Road Trip was born: a 12 day, 3500km journey only using products by JWT clients.

We achieved significant results with a small budget (We spent only 7000 dollars on the trip, including food and lodging, for the three motorcyclists, one film maker and one producer), succeeding in strengthening the relationship between JWT and its clients with an exclusive project. Furthermore, even before the release of the trip film, we received coverage across diverse media, such as the largest Brazilian newspaper, the best travel magazine in Sao Paulo, as well as many other advertising related publications, resulting in 80.000 dollars of earned media, 12 times our investment.

We travelled for 12 days around South America, a 3500 km journey only using products of JWT clients to complete the trip. To generate a buzz around the idea, we created a website with an online diary of the trip, where anyone could check out posts, photos and everything about the project. During the trip we documented absolutely everything that happened, resulting in a funny and spontaneous film. We also created a book, containing the journey diary, showing exactly how each product was used during the trip. Both book and film were given to all JWT clients, resulting in positive feedbacks that strengthened the relationship between JWT and its clients.

The book was given to all JWT clients, showing how their products were used during the trip, leaving aside their slogans, guidelines and brand strategies. We achieved significant results with a small budget, strengthening the relationship between JWT and its clients with a unique project that might otherwise have been just a single page ad. Furthermore, even before the trip’s film and book release, we got featured in diverse medias, such as the largest Brazilian newspaper, the best national travel magazine, as well as other many advertising related publications, resulting in 80,000 dollars of earned media, 12 times our investment.