Lead agency: Van Communications
Other agencies: Regional radio support from Markettiers4dc
Who came up with the idea?: Team brainstorm (no one actually remembers!)
Who signed it off client-side?: Alison Sams, Tom Pressley
Who delivered it?
Matt de Leon
The idea of the “Worst Parkers” came in a bid to inject some humour into NCP’s brand personality and publicise the introduction of parking aids in some of its car parks. The brand set out to prove – once and for all – whether men or women are better at parking a car.
Neil Beeson – a senior driving instructor from ITV’s ‘Last Chance Driving School’ – was commissioned to design a “parking coefficient” before observing a random sample of 500 people parking-up in NCPs.
The campaign delivered over 380 pieces of branded coverage in total.
UK national exposure (33 items) included The Times, Daily Telegraph, Independent, Daily Mail, Daily Express, The Sun, Daily Mirror, i, Metro, BBC Breakfast News, BBC 6 o’clock News, Radio 5 Live (Breakfast) & BBC Radio 2 (Jeremy Vine).
Media enquiries were received from across the world incl. Australia, USA, France, Germany, Canada and Korea. Activity generated 150 international items of coverage.
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