Reviving Rides

Agency

Havas Malaysia

Client

Energizer Malaysia Sdn Bhd

Product/Service

Armor All

Brief

To prove the efficacy of Armor All range of car care products.

Solution

There are 11.4 million dormant cars in Malaysia. Forgotten by time, buried in dirt and grime. But these sights for sore eyes could be the perfect outdoor medium to showcase the efficacy of Armor All.

So we identified abandoned cars in major towns all over the country. Sent out teams of detailers to give them a good wash and shine, turning these forgotten rides into real-life product showcases.

The only reminiscence of their old condition is a patch of original dirt framed by a removable car sticker that says: RIDE REVIVED BY ARMOR ALL. And maybe a missing wheel or two.

The sticker contains a QR code which takes people to Armor All official store in Shopee.

A video showing the cleaning of the cars was posted on social to further amplify the activation.

That was how we turned abandoned vehicles into free media space to showcase the efficacy of Armor All.