MARKETING MIX: Freud sets wheels out of motion

A life in PR is, as we all know, a constant bustle of glamour and excitement. But try telling that to the Freud Communications team, who spent an icy New Year’s Eve cruising the streets of Soho and attaching cardboard wheel clamps to parked cars.

A life in PR is, as we all know, a constant bustle of glamour and

excitement. But try telling that to the Freud Communications team, who

spent an icy New Year’s Eve cruising the streets of Soho and attaching

cardboard wheel clamps to parked cars.



It was, naturally, all in the interest of the client - namely Holsten

Pils, whose marketing team was keen to capitalise on the Christmas

‘asshole’ drink/drive commercial through GGT. The ad agency came up with

the wheeze of cardboard wheel clamps with a Holsten logo and a reminder

not to drink and drive.



Even more cleverly, they suggested that this important promotional

scheme be handled by Freud. So while the GGT team spent Hogmanay

partying, the Freud team spent it cooped up in a small van with 1000

replica clamps.



The clamps were greeted with huge enthusiasm by almost everyone - indeed

some very drunken punters were even trying to buy them. Except, that is,

for some of Soho’s most notorious strip clubs which drew their shutters

while the Freud team went about their business.



Holsten is now thinking of extending the one-nighter into a year-round

campaign warning of the hazards of drinking and driving. A thought that

the professionally eager Freud team is, no doubt, greeting with absolute

delight. No wonder Sophie Rhys-Jones decided to give it all up. A

cardboard wheel clamp makes even a cardboard prince look attractive.



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