Fake Always Breaks

Client: Intellectual Property Office

Our ‘Fake Always Breaks’ campaign not only helped motorists to better understand the life-threatening dangers of buying fake car parts, it also demonstrably improved consumer confidence in knowing how to spot and report counterfeit goods. In parallel, we reduced the likelihood that people will consider buying fake car parts in future – by +79%.

We achieved those feats – on a limited budget – by investing in primary research at every stage of the project. This gave us a strong evidence base from which to create our strategy, creative approach and activation plan, and to ensure the campaign more than delivered on its objectives.