• Loading…

Need for Speed?

Award: Wood Pencil

Wood Pencil / Direct / Direct Response/Ambient / 2011

People who love speed are often caught by speed cameras, receiving their fines in the post. To take advantage of this, we designed banners reading ‘Need for speed?’ with the Xbox logo, which we placed opposite selected speed cameras. When drivers were caught by the cameras our banners appeared within the photos on the fines. This innovative use of the media, combining the ambient hijacking of the speed cameras and the commandeering of direct mail via the postal fines, perfectly isolated our target audience, allowing us to urge them to only put the pedal to the metal with Xbox.

Register Now to
Keep Reading

Once registered you will have access to this article and all other feaures, access our archive and case studies, be able to submit your work to us and receive our newsletter if opted-in.

Register Now
Why Register? Swipe to hide

Why Am I Being Asked
to Register?

We'll ask you to provide a few details about yourself, your current role and what you do. We won't share your information with other parties and won't spam your mailbox.

This site contains over 50 years’ of award winning work, articles, interviews and case studies. Register to gain full access to everything.

Are you credited on this winning entry?

There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again