Tasks

The main target audience of the campaign in year 2015 are the young drivers between 18 and 24 years old as they do not realize the risks of non-sober driving its full extend and also have less driving experience. That's why the challenge of the campaign was to reach this specific public via the best communication channel.

Idea

The idea of the client was to communicate the message on parking places. Unlike most outdoor media channels the green graffiti or clean bio-boards achieve perfect targeting thanks to the practically unrestricted location options and turned out to be the best possible channel to communicate the message of the campaign. Moreover the ecological advertising method offered by BIOboard perfectly fits the social responsible idea of the campaign.

Challenge and execution

Although the deadlines of the project were very tight, the BIOboard team took the challenge to examine and propose suitable locations for the message and then managed to spray the expressions of about 3-4 sq.meters on many locations in the center of Sofia nearby parking places.