Instead of focusing solely on Cartrack's stolen vehicle recovery solution, which falls within a highly competitive market, the campaign sets out to differentiate Cartrack and to highlight additional offerings. These include fleet management systems that measure driver behaviour. Creative director of human.kind, Matthew Cooper explains, "Most fleet managers need information about driver behaviour, which is where the 'little birdie' concept was born. A personified bird character appears to notify the vehicle or fleet owner that something is amiss - actual vehicle theft, petrol being stolen, poor driving or deviation from the route, etc."
The 'little birdie' is played by British actor, Maxwell Laird of Harry Potter fame, who is a dwarf. Dressed in a feathered bird suit, Laird delivers perfectly executed comedic lines. "Maxwell was the ultimate professional and we're sure the public will enjoy his performance," says Cooper.
The three TVC's are currently being flighted on DSTV, and the campaign extends to five outdoor advertising sights. The adverts will also be flighted in Mozambique.
Fuelled by creative thinking, human.kind has once again delivered a memorable and entertaining campaign.
Credits:Creative director: Matthew Cooper
Copyhead: Matthew Rowles
Art director: Zanita Cooper
Copywriter: Tamlyn McPherson
Agency producer: Caron Bosman
Account director: Paul Williams
Account manager: Alexa Vorster
Production company: Bioscope Films
Director: Hylton Tannenbaum
Executive producer: Daniel Kaplan
Post production: Left
Audio: Freq'ency
Watch the adverts here:http://www.cartrack.co.za/media/advertising-2/ For further information on skilful advertising, strategic insight and solid brand development, please contact Deon Kruger, managing director, on 011 447 1211 or visit:
www.humankindadvertising.co.za.
human.kind is a unique agency of talented creatures who revel in providing creatively driven solutions to clients. It has a vested interest in social and environmental health because its aim is to exist in a state of harmony with the world beyond its office walls. When it comes to communication, human.kind prides itself on its skilful advertising, strategic insight and solid brand development.
