Johann Thion
Advertising Manager at ADEME
Saint-Ouen, France
TitleThe piece of string
Title (original language)La ficelle
Agency
Campaign At this price, nobody would steal it from you. - Euromotor
Advertiser Euromotor
Brand PGO
Date of First Broadcast/Publication 2005 / 5
Product Scooter Big Max 50s
Business Sector Motorcycles
Tagline At this price, nobody would steal it from you.
Tagline (original language) A ce prix là. On ne vous le volera pas.
Story In the advertisements two scooters are carelessly locked up (one with a piece of string tied to a lamppost, the other with a bike lock attached to some old wooden crates) since at this low price, nobody would steal the scooter, they would rush out to buy one.
Story (original language) L’expression créative met en scène 2 scooters négligemment attachés (par une cordelette à un poteau et par un cadenas à une cagette en bois) puisqu’à ce prix là, on ne les vole pas on court s’en acheter un.
Philosophy The campaign centres around the accessibility of the Big Max (with its seriously competitive price of 1399 euros), which reminds people that the scooter is a fantastic means of independence and freedom for young people.
Philosophy (original language) La campagne est axée sur l’accessibilité du Big Max (proposé au un prix ultra compétitif de 1399 €) qui démocratise ce formidable moyen d’indépendance et de liberté que sont les scooters pour les jeunes.
Problem Euromotor and its agency .V. launch a press campaign aimed at 15-18 year olds for its PGO Big Max 50s scooter. It’ll be in magazines like Scoot and Scoot, Scoot Look and Fifty Rider.
Problem (original language) Euromotor lance avec son agence de communication .V. une campagne presse à destination des 15-18 ans pour le scooter Big Max 50s de PGO, visible dans des titres tels que Scoot and Scoot, Scoot Look ou Fifty Rider.
Media Type Magazine
Market France
Creative Director
Copywriter
Advertiser's Supervisor
Account Manager
Account Manager
Photographer
Art Director

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