FAKE PARKING TICKET - ACTIVATION
IDEA, CONCEPT, EXECUTION & AMPLIFICATION BY MVMNT AGENCY
EXTRACT FROM MEDIA ARTICLE:
Unsuspecting drivers were furious to find a 'parking fine' on their windscreens upon returning to their cars at Bondi Beach on Monday.
But upon closer inspection, the 'penalty notice' under their wipers was, in fact, a $10 meal voucher for beachgoers to treat themselves to a free rotisserie chicken, burger or salad.
'It is alleged that you've won yourself $10 worth of free Chargrill Charlie's. We will be very upset if you do not go and treat yourself, and this will turn into an offence (only joking). Have a better day from now, on us,' the ticket read.
MVMNT AGENCY:
This is one of our all-time favourite activations at MVMNT Agency, executed for Chargrill Charlies, the "fake parking ticket", which was, in fact, a $10.00 food voucher to brighten people's day during the lockdown.
At MVMNT Agency we believe that activations and stunts are the best way to drive brand awareness, word of mouth and traditional exposure! This is exactly why MVMNT Agency started, as there were no PR Agencies in Australia that recognised the imperative nature of activations led PR to drive storytelling, build community and press office. It's a no-brainer in this day and age with the changing nature of PR and the ever-present social media changes.
MVMNT Agency is a creative agency that focuses on creative thinking to drive brand awareness. The old way of doing PR, by pitching a blank and boring press release, doesn't work. You need out-of-the-box ideas worked into a 360-degree strategy.
The idea is one thing, the execution and amplification of something like this is the only way it will succeed, so here's how we did it.
Step One: Hand out the parking tickets (Community building and consumers amplification)
Steph Two: Have a photographer on the ground snapping people's reactions that you can pitch to traditional media as a press office story (Traditional media amplification)
Step Three: Have a well-known TikToker on site to capture content and create a sense of "virality" as if they "just happened to receive a ticket" (Social media and virality amplification)
Step Four: Get locals in the area you're targeting to post in local community groups to enhance the viral nature further and create brand awareness, for example; Bondi Local Loop, where people would post they received a ticket and the comments FLOODED in (virality, community and WOM amplification).
Step Five: you have a pretty impressive campaign that cost nothing, all off one small idea that was executed and amplified effectively - pretty hard to beat! That's the difference between having an idea and having MVMNT Agency bring to life your idea…
