Electronic Arts (EA) and Microsoft staged an unconventional and very smart campaign in South Africa. The two companies promote Need for Speed and the Xbox 360 console through photos of those who have exceeded the speed limit in certain areas, caught by fixed radars, receive at home as evidence of crime.
The image that each driver receives includes the car and in the background is a banner made by Y&R Advertising Agency in Johannesburg.
“Need for Speed? Xbox” is the campaign’s message.
Y&R Advertising Agency believes that this campaign enters successfuly in the Guerrilla Marketing, its originality beeing the main factor that led to its success. Moreover, EA and Microsoft don’t rely on the impact it has on those who exceeds speeding, but on its coverage in the local media.
Image source: Automarket