Campaign Direct Awards 2007: Best Travel and Leisure Campaign

Project: Door-Drop For The Green Taxi Service
Agency: Harrison Troughton Wunderman
Creative director: Steve Harrison
Art director: Richard Donovan
Copywriter: Jon Leney
Account director: Fern Vignoles
Client: Greentomatocars

The environmentally friendly taxi service Greentomatocars had an intriguing problem - how to advertise its service locally without resorting to environmentally unfriendly door-drops that waste paper.

It turned to Harrison Troughton Wunderman to create a campaign to bring in customers. The agency created a single door-drop that could be passed around the neighbourhood. The first recipient makes a note of the taxi company number, then ticks their house number off before passing it on, until the whole street has seen the single door-drop.

Month-on-month bookings within a mile of the office where the campaign ran rose by 11 per cent and the client is extending the activity into other areas.