The Brief

To convince Australians that the electric car was a reality.

Describe how the promotion developed from concept to implementation

Concept: In a world without petrol, what do we do with the pumps? Implementation: We took over 40 recycled petrol pumps and transformed them into everyday items such as a fish tank, gumball dispenser, coffee machine, water fountain, bubble blower, grandfather clock, arcade game and a bird feeder covered in birdseed, to name a few.

Describe the success of the promotion with both client and consumer including some quantifiable results

Over 12 million people viewed via Facebook sharing. Over 100 pieces of editorial generated. 100% of coverage included brand mentions (90% included imagery). Over 17 million impressions via online media stories. Invited to exhibit the recycled pumps at the National Gallery of Victoria, Australia’s largest public art museum.

Explain why the method of promotion was most relevant to the product or service

An unconventional car needed an unconventional launch. With a limited budget, a traditional TV commercial was not going to have a great impact. Using the ubiquitous petrol pumps to create a large-scale ambient activation was going to be far more engaging and poignant. The sort of thing, the media would pick up on.