As a leading media market space for buyers and sellers of vehicles across all types of wheels, AutroTrader was looking for a unique way to brand company cars for their Gauteng sales team - and what better way to do this than through both a brand and public statement.
As an agency we invited a host of South African artists to design unique car branding stencils for these cars, and then got the public involved across designated malls by giving them the opportunity to colour them in. A donation of R50 to particiapte in the largest public-driven activation in South Africa went to NGO Qhubeka to buy 100 bicycles to help transport children from disadvantaged communities to and from school.
This campaign broke on social channels - Facebook, Twitter, Instagram - as well as web banners and homepage takeovers. The activation was also covered by SABC 3's Expresso.