Company
AutoMate
Design Brief
AutoMate is an online car service platform. In order to build brand awareness and demonstrate how AutoMate could enhance driver's driving experience, we decided to launch a publicity stunt campaign in 2021. The main message of the campaign was that "no matter what happen to your car, AutoMate will fix it for you." The main offering was free body paint & restoration. To create maximum visual impact, we decided to scratch a car and display the artistic scratched car on the busy street of Hong Kong, we called it the Mobile Scratched Car Exhibit.Design Challenge
The biggest challenge was execution. No one had ever scratched a car before, how could we make sure the expensive car is going to be scratched beautifully and meaningfully? Apart from the once in the lifetime car scratching experience, the campaign also involved many other design deliverables. For example, video production, standee and leaflet design, handheld props design, bumper sticker design, promoter uniform design, social media graphic design, EDM design, in-app banner design, and event photography.
To begin, there were 3 questions we needed to figure out: What should we scratch on the car? What kind of car should we scratch on? How to scratch on the car?
What should we scratch on the car?
The Scream by Edvard Munch. The main objective of the campaign was to build brand awareness by creating an astonishing and memorable moment for the public. We would like the public to see our car as an art piece, so we decided to scratch a well-known painting on it. The Scream also represented the heart aching feeling when people see a scratched car.
What kind of car should we scratch on?
A secondhand black BMW. We were debating between getting a Japanese or European car. We ended up getting a BMW because we agreed that the car needed to be expensive enough for people to feel sorry of the damage. In order to enhance the visibility of the scratch marks, the car needed to be black too. Just like how we played with the colorful scratch book when we were young.
How to scratch on the car?
Any kind of metal tools. When I was researching "how to scratch a car" on Google, the only result that popped up was "how to remove scratches from a car." Since the internet was not very helpful for me, I decided to go to the Apliu Street flea market in Sham Shui Po to gather inspiration in person. As I was walking down the market, I recalled the scenes from the American movies, which the kids would key other's car to prank someone. I started to look for different sizes of pointy metal tools, just like how we would purchase different sizes of brushes before we start to paint.
What should we scratch on the car?
The Scream by Edvard Munch. The main objective of the campaign was to build brand awareness by creating an astonishing and memorable moment for the public. We would like the public to see our car as an art piece, so we decided to scratch a well-known painting on it. The Scream also represented the heart aching feeling when people see a scratched car.
What kind of car should we scratch on?
A secondhand black BMW. We were debating between getting a Japanese or European car. We ended up getting a BMW because we agreed that the car needed to be expensive enough for people to feel sorry of the damage. In order to enhance the visibility of the scratch marks, the car needed to be black too. Just like how we played with the colorful scratch book when we were young.
How to scratch on the car?
Any kind of metal tools. When I was researching "how to scratch a car" on Google, the only result that popped up was "how to remove scratches from a car." Since the internet was not very helpful for me, I decided to go to the Apliu Street flea market in Sham Shui Po to gather inspiration in person. As I was walking down the market, I recalled the scenes from the American movies, which the kids would key other's car to prank someone. I started to look for different sizes of pointy metal tools, just like how we would purchase different sizes of brushes before we start to paint.
Car Scratching
The first design deliverable was a short video teaser to promote the event, so we decided to film the process of scratching The Scream from an artist's perspective.
As we were experimenting with the tools that I purchased from the flea market, we felt very excited and heartbreaking at the same time, especially when we hear the scratching sound. One of the funny thing was that everyone founded their favorite tool to scratch. Some say scissors worked the best, some say the wood carving tools worked the best, some say the key was useless but the screwdriver was wonderful.
The first design deliverable was a short video teaser to promote the event, so we decided to film the process of scratching The Scream from an artist's perspective.
As we were experimenting with the tools that I purchased from the flea market, we felt very excited and heartbreaking at the same time, especially when we hear the scratching sound. One of the funny thing was that everyone founded their favorite tool to scratch. Some say scissors worked the best, some say the wood carving tools worked the best, some say the key was useless but the screwdriver was wonderful.
Teaser Video Production
The whole company joined hands and made the small-budgeted video production possible. We started filming inside an auto shop at 8pm and wrapped up at 4am. Everyone helped with the lighting, set up and car scratching. When our videographer was filming different scenes for the video teaser, I took the opportunity to take photos of the artist scratching, so we were prepared for future marketing materials. We finished scratching the whole car in just a few hours, seeing my imagination became reality was truly fulfilling.
The whole company joined hands and made the small-budgeted video production possible. We started filming inside an auto shop at 8pm and wrapped up at 4am. Everyone helped with the lighting, set up and car scratching. When our videographer was filming different scenes for the video teaser, I took the opportunity to take photos of the artist scratching, so we were prepared for future marketing materials. We finished scratching the whole car in just a few hours, seeing my imagination became reality was truly fulfilling.
Social Media Engagement
We did not expect that our scratched car became the talk of the town before the campaign launch. Some people spotted our car parked on the side of the road. They shared photos of it on Facebook and the reaction was unbelievably good!
We did not expect that our scratched car became the talk of the town before the campaign launch. Some people spotted our car parked on the side of the road. They shared photos of it on Facebook and the reaction was unbelievably good!
Mobile Scratched Car Exhibit
The publicity stunt campaign launched for two weekends. We showcased the car on the busy streets of Causeway Bay and Mong Kok.
The publicity stunt campaign launched for two weekends. We showcased the car on the busy streets of Causeway Bay and Mong Kok.
Event Design
The event required a variety of design materials, such as standee and leaflet design, handheld props design, bumper sticker design, promoter uniform design, and in-app banner design. Apart from designing the deliverables above, I was responsible for the event photography as well.
The event required a variety of design materials, such as standee and leaflet design, handheld props design, bumper sticker design, promoter uniform design, and in-app banner design. Apart from designing the deliverables above, I was responsible for the event photography as well.
Social Media Design
Over the course of the event, we shared the event highlights on Instagram, created call for entry social post for free car body & restoration on Facebook, and recapped the event photography highlight on LinkedIn.
Over the course of the event, we shared the event highlights on Instagram, created call for entry social post for free car body & restoration on Facebook, and recapped the event photography highlight on LinkedIn.
