The Sunday Times - Win a Fiat March 2014: Gatecrasher Work

The Overview

As mastheads grapple with the migration to digital platforms, maintaining the revenue provided by printed newspaper sales and advertising is critical. The Sunday Times regularly runs promotions over one or two weekends to stimulate a spike in newspaper sales. In early 2014, Gatecrasher was briefed to create a promotion that would create genuine interest across WA and drive increased sales over consecutive weekends.

The Work

Drawing on European racing style and café cool, Gatecrasher developed an Italian-themed promotion where readers could win one of four Fiat 500 cars. New, zippy, colourful and cool, these stylish little cars retail at about $15,000 each. It was a smart choice. In conjunction with the Fiat brand, the cars were a desirable property to use, while the quantity and price point made them seem an attainable prize. To dramatise the prize and theme, we created a 3D-animated commercial for television; advertising for radio, press and digital; and a suite of point-of-sale material. And over two weekends, we parked the cars in two of Perth’s busiest shopping precincts, where foot traffic topped 100,000 people. The results achieved the highest competition entry figures for more than five years, and easily exceeded the ambitious sales targets set for the competition period. Mamma Mia!