Rewarding the Reckless
The Insight: Summer road trips are all fun and games until a neglected car battery dies in the middle of nowhere, turning a holiday into a survival reality show and an immediate relationship crisis.
The Execution: For Rombat, a car battery brand, we turned a standard battery promo into a playful exercise. Responsible drivers who took advantage of the free battery check-up and bought a Rombat battery could win a brand-new Dacia Duster. But for the stubborn drivers who know better, we launched a secondary prize pool of "Breakdown Survival Gear": bundles of firewood to survive the night, a physical map and compass to find civilization, and sessions with a couples therapist to prevent a mid-breakdown divorce on the side of the highway. A funny campaign that proved it’s much easier to check your battery than to survive the consequences.