Nearly New Car – The League Of The Impatient

Client: Nearly New Car
Brand/Topic: Nearly New Car
Date: December 2009
Region: Belgium

Our mission
Nearly New Car is the official dealer for recent second hand cars coming from the official importer of Mercedes and Smart cars.
Our mission was to emerge from the mass of car advertising before and during the Brussels motor show with a budget far below the advertising budget of major car brands.

Target audience
People considering the acquisition of a new car but who are not willing to wait for the delivery of a new one.

Our approach
Together with the advertising agency Van Pieperzeel, we created a buzz around the biggest advantage of Nearly New Car: the immediate availability of cars. The “League Of The Impatient” was born.

In a first phase, we developed a blog for this fictional League, led by a certain Alex Desmedt. We gave Alex a Facebook profile inviting people tired of waiting (for about anything) to become a fan. The league used street guerilla to spread posters and organised demonstrations in the street of Brussels, requesting faster elections, earlier Christmas,… They were tired of waiting for about anything. Quickly the Ligue was covered by major Belgian blogs.

In a second phase we revealed Nearly New Car as the brand that understood the Ligue and that supported the cause. The blog was from that point on sponsored by one brand: Nearly New Car.
Multiple viral movies were launched on the blog and visits were stimulated via a national radio and banner campaign.

Media used

  • Blog
  • Facebook Profile Page
  • Online advertising
  • Posters
  • Radio (Van Pieperzeel)
  • Viral video¬†(Van Pieperzeel)
  • Street Guerilla (Demonstrations)
Services Provided

  • Strategic and creative consulting
  • Art direction
  • Copywriting
  • Graphic design
  • Web design and programming
  • Community Management
  • Seeding (Video Sharing Websites, blogs)
  • Monitoring of online statistics
  • Project management