Porteur is a new bicycle brand that has a one-for-one scheme, kind of like Tom's shoes. Buy a bike and they'll donate one. In order to promote their 10% sale, they decided to run the ad where cyclists were sure to see it: On the street. Made from water soluble paint, ads were made out of the road markings pointing out the bicycle lane. Clever use of a timely 10% discount. Because when the ads disappear so does the sale.
Fair enough. But what happens if it doesn't rain or snow in Stockholm for a bit? I realize this is impossible in spring there, but if we pretended climate change hit the land of Vikings, when's the official sale end?
Also, this media placement ensures that the only people who see the ads are people who already have bikes. Seems like you might be missing a large number of people.
Agency: M&C Saatchi, Stockholm