Agency: Saatchi and Saatchi, Edinburgh, Scotland
Copywriter: Lance Skelton
Problem:
Kwikfit Tyres is a Tyre and Exhaust company that started with one store in Edinburgh, and quickly grew to become the world’s fastest growing operation in its category, with franchises popping up all over Scotland and right across Europe. The challenge was how to convey this message on a billboard in a memorable way, knowing we have about three seconds to get motorists attention.
Solution:
We came up with a tease campaign that played out over six weeks, and used a simple typographical approach.
On the first week we featured a single word, ‘Edinburgh’, which was then followed in the second week by another word, ‘Scotland’, while the preceding word ‘Edinburgh’ was then crossed out.
On the third week, a new word appeared, ‘Great Britain’ and the preceding word ‘Scotland’ was crossed out. By this stage, the billboard had motorists well and truly intrigued, and waiting for the next message to appear.
Each week a new word appeared until the final statement was revealed.
