BCAA conducts Evo launch campaign
The British Columbia Automobile Association has begun a launch campaign for its new car share service Evo. The campaign, developed by DDB Canada of Vancouver, uses the tagline, "The Evolution of Car Sharing in B.C." Branding for the service, including the name, was developed by Karacters Design Group. This branding focuses on the hybrid vehicles offered by the service, as well as their bicycle and ski racks.
The launch campaign began with an event at the Vancouver Art Gallery, followed by an advertising campaign comprising television, cinema, out-of-home, print and digital executions, accompanied by social media activities. The campaign will continue through the year. Media planning and buying is being conducted by OMD Vancouver. The service's website at Evo.ca was developed by Tribal Worldwide.
"It's a rare and exciting opportunity to build a brand from the ground up," said Dean Lee, executive creative director at DDB Vancouver. "To stand out in the category, highlight Evo's key attributes and build the brand's personality, we created ads that highlighted group activities which Evo enables to demonstrate how it allows members to share more experiences, spontaneity and freedom with friends. Evo is portrayed as the hero in each spot, rather than a prop, and the tone is quirky yet approachable, to further differentiate the brand and establish a pole position in the car share market."