Sayhey and Carvolution rethink car advertising
The Biel-based agency Sayhey has developed a TV testimonial campaign for Carvolution that aims to stand out from traditional car commercials. With the tagline «Rules are meant to be broken,» the campaign seeks to establish the car subscription service as an alternative to leasing and buying a car.
The campaign focuses on an eye-catching visual look with unusual angles and camera angles. "We set aside the classic image composition and deliberately focused on unexpected angles and perspectives to create a dynamic and eye-catching look," explains Jason Schoch, Managing Director of Sayhey.
Particularly unconventional for the automotive industry: the camera is placed outside the car, while the protagonists can still be heard - a stylistic device that is intended to create closeness and make the campaign even more personal.
The recordings, produced entirely in the studio, show realistic scenes from sunset to night-time driving. The video series presents mobility as part of everyday life and aims to make the Carvolution brand tangible and human through authentic life stories.
The campaign also picks up on a trend. According to data, more and more drivers are giving up traditional car ownership in favor of flexible mobility solutions. So instead of concentrating on the vehicle itself, the campaign sets a new focus and shows that mobility means more than just a car - it is part of life.
