"Sh*t" on My Car - Starting the Campaign
This post is part of a multi week series entitled shit on my car. Check out the whole story here!
Soon after learning of Wrapify in September 2015, I downloaded the app and for fun turned it on during my daily commute. A week or so went by, and this “for fun” activity was thrown by the wayside. The Wrapify app had become a statistic. It was just another app on my phone which I didn’t engage after the first 90 days.
Fast forward to late April 2016, I received an alert from the app, informing me that it had been awhile since I engaged the app and there were a few campaigns available for drivers in the Chicagoland area.
Alert from Wrapify app that campaigns were available in the Chicagoland area
Throughout the course of the next week I supplied images of my car, completed paperwork (W9, contract with Wrapify) and coordinated with Wrapify to get the Wrap applied. Shortly after completing that process, Mallory, my Wrapify representative, provided me three dates in which I could have the car wrapped.
Vehicle images supplied via app.
Prior to my appointment, I was not presented with an opportunity to review the graphics which were about to be applied to my car. In hindsight, this is something I now wish would have happened.
Even with the information that they were about to place a censored cuss word on the side of my car, I don’t think I would have changed my mind to proceed with the campaign but it would have been nice to have that conversation with the family co-decisionmaker. My co-decisionmaker, Amy, my wife, made a great point when posing the hypothetical question of:
"What if I were taking this car through the pick-up line at grade school and kids who are newly learning to read start to sound out what is on the side of the car?"
In the Wrapify contract, plainly states that the driver has no influence on the artwork. Which I completely understand. For Wrapify and its advertisers to come to an agreement on business terms alone would be hard enough. Catering to the whims of each driver would make reaching an agreement nearly impossible. However, making the artwork available for the driver to include as an input to their decision is something Wrapify should consider; especially for drivers who may be a bit more sensitive to what is on the side of their car.
Additionally, the about of Wrap coverage was not plainly stated stated in the app. However, I did ask for this information. The Wrapify team freely shared that it would be only a “panel wrap”. Upon receiving this news, I was extremely disappointed as this meant I would receive significantly less money per mile during the campaign.
In the hypothetical conversation Amy and I had, we explored the best case scenario, a full wrap, where the addition was nearly making the car payment. With a panel coverage, the compensation would is paying for gas on a weekly basis. Still good, but a disappointment which could have been prevented with a little bit of communication.
Next up the day of the wrap…
