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In March 2007 Pon organised a special recruitment campaign at the Autorai, the bi-annual Amsterdam car show. Pon was aiming to use this event to reach a very specific audience, consisting mainly of possible technical staff. QuA was asked to think about the communication approach and to come up with a visual language, a stand and communication carriers to support the campaign. The Pon recruitment stand at the show was inspired by French artist Yves Klein and was basically a completely blue room. The surreal effect of a room like that was supposed to be notable amongst all the other flashy car brands. The graphic design was partly based on the design of this stand, combining the Yves Klein blue with a very white and metallic technical atmosphere. A spark plug was chosen as the main symbol for the campaign. This shape appears in the campaign logo but is also used as a layout element. The spark plug adds on to the tough and technical atmosphere which is supported by the bold, edgy typography and the rigid colour scheme. After finishing the visual language, a set of carriers was developed, consisting of a website, stickers, stationery and a flyer. This flyer was handed out at the car show by models from Models at Work. These models also approached visitors of the show to scan their educational background in order to check if they would fit the Pon profile. If that was the case, they were invited to a special interview day at Pon, which took place later in the year. |
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