ppq
Client Relationship Since 2006
In July of 2006, Personalised Plates Queensland (PPQ) was ready to take their business to the next level and appointed CumminsNitro as their advertising agency.
Based on feedback that many people consider themed registration plates to be trivial or ‘wanky’ we set out to shift this perception amongst car owners, and broaden the appeal of personalised plates in Queensland. In addition, the insight that a car is an extension of someone’s character, their lifestyle, hobbies and interests led us to develop the line what’s on your plate? It’s a colloquial way of asking ‘What’s going on in your life?’ whilst pairing as a call to action.
As PPQ promote their product at various events whilst also selling via Queensland Transport branches, car dealers, through their in-house call centre as well as the online channel - a completely integrated approach was needed. The new logo was developed to drive sales through the web site and encourage people to get online and get involved.
The new look PPQ has unfolded throughout all communication from stationary, press ads, corporate brochures, outdoor billboards, online banner ads, to a DM campaign, event specific microsites, four new TVC’s, and an updated web site. All communication embodies the proposition of simply adding some character to your car. The refreshed approach has been a success with more Queenslanders than ever before now owning personalised plates.
Simpsons plates - world first for Queensland.
After 18 years, 23 Emmy awards, over 400 episodes and a blockbuster movie the Simpsons have finally hit the road with two character plates from Personalised Plates Queensland. And in even bigger news, Queenslanders are now the first drivers in the world to put Simpsons characters on their plates.
There are two designs to choose from – Homer or Bart. The Homer plate features the famous catch phrase “Mmmm…Donuts” while the Bart plate features the “Don’t have a cow, man” quote. The Simpson’s launch campaign involved a number of different media executions including the much talked about ‘upside down Homer’ billboard. All executions drive consumers online to PPQ.COM.AU where they can create and purchase their own plate.
www.ppq.com.au
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Personalised Plates Queensland makes headlines online
Personalised Plates Queensland (PPQ) made headlines with an innovative new digital marketing campaign at couriermail.com.au. A first for online news publications, this witty campaign directly references daily headlines, helping grab consumer attention and cleverly encouraging interactivity.
PPQ’s brief was to improve brand awareness in an online environment to help build favourable perceptions of their personalised car registration plates, encourage a higher level of engagement with users and increase click-throughs to their website.
The ground breaking campaign involves clever positioning of a PPQ ad within mastheads on the Courier Mail site’s main news index pages and a side position on the home page.
“To capitalise on a unique opportunity where we could link an ad to the front page of a news site was exciting in itself. Then, being able to make the link through the combination on our client’s products (a personalised number plate) was fantastic. It’s sort of product placement in news but with a twist - where the ‘environment’ is reflected on the product,” said Darren McColl, General Manager CumminsNitro.
New ads were produced daily for this campaign. The creative leveraged the design of the PPQ Prestige plate, with its elegant format and a more flexible combination of six characters to correlate with the daily news headlines.
CumminsNitro also incorporated a function from the PPQ website which enabled users to create their own personalised plate by typing in their preferred character combination then checking its availability (for potential purchase). Including this function into the new online ads not only educates consumers on PPQ’s offerings, but also encourages user interactivity and click-through to the PPQ website.
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