This B2B ad campaign needed to target the sales people that are a crucial and integral part of selling the Walkaway protection product. By having the Walkaway product as an add-on when selling a car, this would in effect set them apart from their competition. If you have Walkaway, you will have more to offer your client. We needed to speak to that in an effective way, on a shoestring budget but garner great results. These are some of our favorite ads because of their simplicity and effectiveness.
A focus of the client has always had on their radar is the elderly and the fact that buying a car can be a daunting experience with many unanswered questions and a fear of entering a financial obligation during retirement and possible health issues. These were ads that targeted that category and offered the financial protection program specifically for seniors. Also on a shoe-string budget but with our resourcefulness we were able to execute another gorgeous campaign.
Fear is a big deterrent when it comes to purchasing a car and Walkaway understands this and their response is the product they offer. The "quiz" campaign is just another example of how clever copyrighting alongside of a great concept and emotional imagery can develop into a great campaign.