Say It With 7
My Plates geared up to launch a statewide, limited release of seven-character specialty license plates to the public that was scheduled to run for seven days only. Encore Multimedia was given the goal to ramp up consumer excitement about the ability to purchase seven-character specialty plates for the first time in Texas since 1965.
Encore developed eight different creative concepts to present to My Plates for the campaign. My Plates selected Encore’s “Say it With 7” concept in which print, outdoor and Internet ads and messages used clever variations of seven- letter words and the number seven. For the TV campaign, Encore’s video production department developed creative commercials based on the theme of a “My Plates Newscast,” in which the Encore team built a photorealistic television news desk and used actual news anchors as actors to announce the one-week release of seven-character plates statewide. The spots were shot in Chroma Key and featured 3-D animation and advanced motion graphics. Encore’s media-buying team then conducted exacting due diligence on dozens of potential broadcast and cable TV partners for the most cost-efficient and effective deployment of My Plates media dollars in Houston, Dallas/Fort Worth, Austin and San Antonio.
The “Say it With 7” campaign was extremely successful. In just seven days, My Plates sold 1,777 plates with overall sales exceeding $1.5 million.