CAMPAIGN
Turbo Power Antifreeze
Challenge
Increase women's engagement in car maintenance
Key Insight
There’s a confidence gap between men and women
Big Idea
Defrost your confidence
Social
TIKTOK
Influencer Collab
We would partner with @nikitadumptrunk to educate the girlies about antifreeze so that they have the knowledge to confidently use antifreeze on their own.
Why @nikitadumptruck?
As a creator who is known for explaining concepts ✨ for the girls ✨, in language this audience can relate to, she’s the perfect fit for this campaign collaboration.
The goal of these OOHs is to compare antifreeze to things that the audience is capable of doing that most people would perceive as difficult. For example pilates and higher education.
These ads would be placed contextually based on the subject that is talked about in the copy.
OOH
Placement: Sweat and Tonic Pilates classes
Placement: Outside of Osgoode Hall Law School, York University
Placement: Outside of University of Toronto Faculty of Applied Science and Engineering
Placement: Inside Ted Rogers School of Management, TMU’s Business School
Social
Turbo Power Antifreeze Affirmations
Affirmations are commonly read aloud to increase self-confidence, so we decided to use them to boost our audience’s confidence when it comes to antifreeze.
The art direction follows a meme format that is often used by the audience for affirmation posts
Activation
Defrost your Confidence IRL: Pole Dancing Workout Class
Pole Dancing is a workout that commonly boosts ones confidence
Location: Brass Vixens Studio
Team: Aysha Addus, Emily Au, Reanna De Vera