At the time they approached us, Carwiz was a relatively new car rental service that needed a unique way to present themselves to the public. The brief said “guerilla marketing (event)”. We knew, since it was a guerilla, anything is possible. Having in mind the targeted audience (everyone) and key objective (mad visibility), in line with the previous brand communication (“magic”, “wizardry” and “creating experiences”) we created a Carwiz persona – The Wizard and send it on a trip through Croatia in a convertible.
The goal was to ensure visibility and generate more content through connection with main Croatian tourist landmarks and to provide new experiences for the users. For that purpose, we branded VW convertible and set up a creative photo contest that included the target audience. Through 7 days The Wizard drove the convertible and walk through the center of Zagreb, Zadar, Split, Šibenik, Trogir and down the coast, visiting main tourist attractions. Users were invited to catch The Wizard and take photos with him. Online activation was done by the client – fans were invited to post photos on Carwiz FB/IG page with @carwizrentacar and #carwizrentacar mention or by sending them via DM and were able to participate in a contest to win a weekend with a vehicle of choice. The reactions offline and online boosted brand awareness, as we planned. With only 7 FB and 7 IG posts (not sponsored) the client gathered almost 700 impressions. Not bad for an old Wizard 🙂