Parking enforcement technology hadn’t evolved since the invention of the boot, drivers’ nemesis since the 1940s. That is, until a bright-yellow 15.5-pound piece of plastic known as The Barnacle came around. The device, which sticks to a windshield using suction cups with hundreds of pounds of force, can immobilize a vehicle. In September 2016, co-founder Kevin Dougherty hired Havas PR to stay on top of media inquiries about the curious-looking device and to reinforce the Barnacle’s clever messaging and brand with a strategic plan.
Barnacle: Giving the Boot the Boot
To help The Barnacle tell the story of an entire industry that’s evolving to make parking enforcement safer, greener, more efficient and more convenient for everyone, our strategy was to educate the public about the inefficiencies, environmental hazards and dangers presented by the outdated boot and declare the Barnacle its novel and necessary successor. We communicated one key message to target outlets in the U.S. and abroad and to media in the Barnacle’s pilot cities: The boot is getting the boot.