2017 Winners & Shortlists

The Campaign

The creative idea behind the promotional sunshade is to show the leased vehicle wearing a pair of sunglasses. The icon of the PayPerKay logo on the right of the sunshade resembles the iris of a human eye, and the writing on the left of the sunshade resembles the “closed” eyelid, so it looks like the eyes are “winking” at the passer-by.

Creative Execution

The sunglasses are drawn in the PayPerKay visual style, which is simple and bold using the colours of the PayPerKay colour palette. The icon for the brand represents a vehicle odometer. As PayPerKay is Pay-As-You-Go Car Leasing, the icon illustrates that with PayPerKay you only pay for what you use. The icon of the PayPerKay logo placed on the right of the sunshade resembles the iris of a human eye behind the sunglasses. The sunshade was custom-made in China, as the artwork needed to be printed (silk screened) onto the sunshade material before the full sunshade could be assembled. The sunglasses are printed edge-to-edge, and so could not be printed on a ready-made sunshade where the print area is within the given circles. The sunshade is a standard size to fit all vehicle windscreens. The folded sunshade is stored in a cover with the full-colour logo silkscreened on the front.

Indication of how successful the outcome was in the market

The promotional item is fun and creative, as defined in the personality in the brand strategy. The sunshade is a useable item for the customer and is relevant to the product. As well as building brand loyalty for new customers, and promoting brand awareness to passers-by seeing the sunshade in vehicle windscreens, the sunshade protects the leased vehicle from sun damage, which is a benefit to the PayPerKay business. 300 sunshades were produced and are being supplied to new customers. To date, 297 customers have signed-up for the vehicle leasing product. This promotional item met the brief exactly as required.

The brand strategy was developed to differentiate PayPerKay from its competitors in the lease and rental market. To achieve this the brand personality was defined as fun and enthusiastic, creative and courageous. Simplicity was essential in all communication, from content to layout. All design application, online activity and promotions had to pass through these filters. The strategy for the promotional sunshade had to follow the overall brand strategy, expressing the brand personality and communication tone-of-voice. The target audience was segmented into six profiles, which were created according to demographics. Their shared needs were extracted, namely value for money, ease of use, ‘no surprises’ and product choice and this was used to drive the communication plan.