Full Senda Dezemba

Insight

Full Senda Dezemba was a concept created when identifying one human truth: We all want to have fun in December, but we have no money. Many car enthusiasts are not catered to.

Concept

The idea is to offer members of the public access to true rally driving professionals, who can educate them on how to race correctly in the sport, and then put the public head to head, for a month long festival. WeBuyCars’ contribution would be providing cars that had reached the end of their lifecycle, sprucing them up to be rally ready, and hosting the event at a track.

Beyond the billboard

The costs of hosting such events is no small thing. Hence, when it comes to the actual event, relying on user-generated content is the name of the game. With hopefully many in attendance, users will help to build hype around the events, and pick favorite racers to root for (betting will not be involved from WeBuyCars’ side to retain its non-competitive nature).

Beyond just saving on advertising, costs can also be covered by allowing participants or members of the public to purchase the cars after the conclusion of the events, which I believe they will, as the cars will have become sentimental to both drivers and the public at large.

Campaign goals

This campaign would achieve 3 things; 1, it would keep WeBuyCars at the top of mind for event attendees who take an interest in rally sport or who already have an interest in it. 2, It would allow for members of the public to spend their money to rent the cars on offer at the event, and thus help clear out the year-end stock of WeBuyCars (cars that wouldn’t sell). And finally, would lead to an increase in awareness around safely operating vehicles, as the public is properly educated by real professionals in the handling of these vehicles.

Roll-out

Full Senda Dezemba (FSD) would be advertised throughout the year at events where driving enthusiasts would most likely be, such as comic con or other events where large crowds of these people gather (M-fest, if allowed). This would build up the hype needed for the event, which would then begin on the 17th of December properly, and a group of winners would be selected from a raffle to be designated as the drivers for the whole event. they would be educated by real professionals, and race against each other. With the only real incentive to win being bragging rights and showing off talent, it keeps the event from being overly competitive while still providing great entertainment for non-drivers, who can attend to watch for a small admission fee.

Johno Fourways, the incompetent yet lovable mascot.

In the next project, Johno’s Kiff Car Tips, you’ll see the character “Johno Fourways”. This character is an extension of the WeBuyCars’ Full Senda Dezemba campaign, and will go into further detail around mascot and character advertising.