For Halloween, GPS Insight wanted to to something a little bit different.

We had a meeting to discuss what needs our customers were having and how we could provide more information in a fun and thematic way.

I pitched the idea of creating two gremlin-like characters called “Wear” and “Tear” that would haunt fleets that weren’t keeping up with regular maintenance of their vehicles. The idea was that for Halloween, the duo would hijack our homepage and promote an eBook on preventative maintenance.

The team liked the idea so we decided to go forward with it. (Cue scary organ sounds). When my designers asked what Wear and Tear should look like I say something along the lines of, “give me ‘Transfomers meets Tom and Jerry’ characters who were sent to hell.”

The results did not disappoint.

We wanted to fit the theme of these goofy Disney rejects, but we wanted to be sure anyone reading about them could also learn something about the dangers of ignoring regular vehicle care. This is where the tight rope act was introduced to our circus.

This took a great deal of understanding what problems our customers encounter while out in the field as well as a means to communicate it back to them clearly. We were constantly asking ourselves, “does this fit the balance we’re trying to achieve?”

The writing team did an incredible job with organizing the content and making sure we were still hitting the theme any chance we could get.

Now of course, nobody was going to know this was even a thing if we didn’t promote it. So we got to my favorite part of this campaign.

The vision was to have the video be a warning. In the warning was a clue about what the theme would be for this campaign. We left enough of a bread trail to hook our audience in, without spoiling everything immediately.

We collaborated on a proof of concept and after a few storyboarding sessions, they came up with this gem.

FILM

OOH