IT ALL STARTS WITH THE RIGHT SPOT
We help Green P stand out in a sea of sameness and consumer indifference.
Toronto residents and visitors were relatively familiar with the Green P brand. But they don’t care enough to choose it over another lot. On other words, parking is parking.
So how do you get people excited about something that’s a hassle at worst, and insignificant at best?
Through advanced social listening, we got inside the mind of Toronto drivers. Our insight? Instead of seeing parking as a hassle, we flipped it around and positioned it as the gateway to a great time. Whatever your plans were, they officially started the moment you found the right spot. And thanks to Green P’s network of great parking across the city, we’re near all Toronto’s hottest destinations.
We created a series of Toronto-specific videos, highlighting all the amazing things you can do in the neighbourhoods across the city – and the convenient Green P parking that can be found nearby. We did homepage takeovers on relevant sites like BlogTO, inviting drivers to “Find their perfect spot” as they researched the city’s hottest restaurants and cultural events. And we celebrated Canada’s 150th birthday by surprising Torontonians with tickets to concerts, games, and more.
Our campaign earned Green P nearly 20 million impressions, and close to 2.5 million video views. We also helped generate a massive spike in app downloads, putting Green P in the phones and at the fingertips of half a million Toronto drivers