Central Park
Central Park specializes in consulting, planning, construction, and operation of parking facilities, and has built an app that allows users at any given moment to receive information about availability and prices of parking lots. They turned to us to plan a strategy for launching it. We began with deep-thought workshops which led us to realize we need to assimilate behavioral changes with the target audience first. We suggested that instead of driving to your location and then search for parking, you “check before you leave”, and in this mindset we began our planning. We hired famous comedian Tom Ya’ar as the brand’s presenter, produced a 90 minute long commercial, and designed a minimalistic look & feel. The campaign launched successfully, acting both in the field and in the digital arena: social media and google, billboards all over Tel Aviv, branding parking lots, and more. And this is just the beginning.
