| Title | CAROUSEL OF DREAMS |
| Brand | EUROPCAR |
| Product/Service | SELECTION SERVICE- LUXURY CAR RENTAL |
| Category |
B05. Use of Ambient Media: Large Scale |
|
Entrant
|
ROSAPARK Paris, FRANCE
|
|
Idea Creation
|
ROSAPARK Paris, FRANCE
|
|
Production
|
BIRTH Paris, FRANCE
|
Credits
| Jean-Francois Sacco |
ROSAPARK |
Co-founder Chief Creative Officer |
| Gilles Fichteberg |
ROSAPARK |
Co-founder Chief Creative Officer |
| Jean-Patrick Chiquiar |
ROSAPARK |
Co-founder |
| Mark Forgan |
ROSAPARK |
Creative Director |
| Jamie Standen |
ROSAPARK |
Creative Director |
| Yara Dalens |
ROSAPARK |
Copywriter |
| Benedicte Morin |
ROSAPARK |
Art Director |
| Vincent Rodella |
BIRTH |
Director |
| Hugo Legrand |
BIRTH |
Executive Producer |
| Sacha Lacroix |
ROSAPARK |
Director of Strategy |
| Alexandre Ribichesu |
ROSAPARK |
Senior Strategist |
| Mickael Mougenot |
ROSAPARK |
Head of Amplification |
| Tristan Beraud |
BIRTH |
Producer |
| Delphine Aznar |
Europcar |
Brand Project Manager |
| Caroline Verhague-Soudon |
Europcar |
Head of Brand & Loyalty Marketing |
| Camille Asal |
ROSAPARK |
Art Buyer |
The Campaign
We created the Carousel of Dreams, a life-sized car carousel with five new model luxury Mercedes. The carousel was erected in a central London park over a weekend and was open to the general public.
Campaign Success
Our aim was to mix the visual world of old fashioned carousels with the worlds of dreams and imagination. The carousel was constructed on a turning base capable of supporting twelve tonnes – necessary for the number of vehicles that would turn on it. Working with a conceptual artist, we designed a dreamlike structure to sit on top of that base, a structure dominated by balloons to give the impression that the carousel was floating in the clouds. Over 10,000 balloons were tied into the roof of the carousel. Lighting was another important touch point, as the carousel also functioned during the night. The sources of light were hidden underneath the balloons, so that the light would diffuse softly over the vehicles and render them in an attractive manner.
Describe the success of the promotion with both client and consumer including some quantifiable results
Thousands of people rode on the carousel during the days it was open to the public. Hosts and hostesses from both Europcar and Mercedes were on hand to explain the service and the specifications of the vehicles. The tickets issued for the ride also served as point of sale, driving people to the Europcar website. The video resulting from the event accumulated 8.6 million views on social media, a reach of over 50 million, and was re-broadcast by Europcar branches in over 20 countries worldwide.
Explain why the method of promotion was most relevant to the product or service
This real life experience promoted the new service ‘Select’ from Europcar, and activated potential customers to contact Europcar to book a luxury car.
The strategy was to remind people of their childhood dreams. Many of us imagine, as children, that we will grow up to drive a fancy car. Of course, when we grow up and become adults, this becomes less of a priority. We wanted to tell people that they could use the Europcar Select service and realise their dreams, even if it was just for a day.