Scripted Television: R&R Partners, Valley Metro
Dec 1, 2008
Who knew carpooling could be so cool? The folks at R&R Partners, apparently.
Valley Metro, an organization that provides public-transportation alternatives in the greater Phoenix area, wanted to get the word out that carpooling cuts pollution and can actually be-hang on to your hat here-fun. It turned to R&R, which promptly turned to ABC.
Working with a relatively small $40,000 budget, R&R partnered with the network on a number of elements to connect carpooling in Phoenix with a then-new prime-time ABC series titled Carpooling. The scripted show features four male pals who carpool
together to work and, along the way, recount stories about guy stuff like sex, life, sex, sports and sex.
One of the tentpoles of the campaign was a 30-second "prommercial" on the Web site of ABC15, the network's affiliate in Phoenix that linked Valley Metro's initiatives and the TV show. Additionally, R&R hosted a viewing party for which ABC15 invited visitors with an e-mail blast. R&R even persuaded the station to temporarily give up its four-second station IDs for the cause. Laced throughout the campaign's various elements was the message that carpooling is good for the environment and for the people involved.
The results were stellar. During the campaign's two-month run, Valley Metro saw double-digit percentage increase in requests on its Web site from people who wanted to be matched with other riders to form a car pool. The energy saved by the new car pools was roughly equivalent to the energy needed to heat more than 25,000 baths.
"Carpoolers allowed viewers to make a connection between the social aspects of carpooling-as well as the potential 'cool factor' it could provide-and the Valley Metro carpooling program available in their own community," says Jennifer Harlan, senior media planner/buyer at R&R. "Yes, carpooling will save you money and is beneficial for the environment, but there's more to it than that. Carpooling may not have always been this sexy, but it could be."
For more Buzz Awards Coverage coverage:
2008 Buzz Awards Winners
Millions Are Talking: Do you know who is creating the buzz?
Grand Prize Winner: McDonald's Brave New World
Event Marketing: ABC Domestic TV, Dr. Scholl's for Her
Online: Proximity Canada, Alka-Seltzer
Viral Marketing: Goodby, Silverstein & Partners, Adobe Creative Suite
Music: The Marketing Arm, AT&T
Outdoor/Out-of-Home: Butler Shine Stern & Partners, MINI Cooper
Print: Fallon Minneapolis, Sci Fi Channel
Radio: OMD, Visa
Reality TV: Mediavest Worldwide, Herbal Essences
Scripted Television: R&R Partners, Valley Metro
Social Media: OMD, McDonald's
Sports: Mediavest, Sprite
Wireless: Moxie Interactive, FOX Studios/Jumper
Integrated Campaign: Campfire, Verizon/a>
Public Relations: Coburn Communications and AARP
User-Generated: Catapult Marketing, Pedigree
Film/Movie: Davie Brown Entertainment, Mountain Dew
Buzz People's Choice Awards