The push, which will be used to gather data for future DM, was developed by below-the-line agency Yellow Submarine and will roll out across shopping centres, kicking off at Bluewater in Kent.
Shoppers arriving at the centres will be met by local police officers handing out leaflets in car parks to shoppers as they arrive.
The police officers will encourage shoppers to visit the stands in the shopping centres to find out how to make their vehicles more safe and to collect a goody bag.
At the stand, more officers, along with Crime Disorder Reduction Partnership Officers, will invite shoppers to enter a competition to win new MG ZR160 car in trophy yellow, fitted with a range of market-leading security devices. Runner-up prizes include Tracker tracking devices and Stoplocks.
The agency has successfully secured sponsorship from a range of blue-chip motoring and security-related brands, including MG Rover, More Th>n, RAC, Retainagroup, Stoplock, Tracker and HP.
Elizabeth Hunt, account director at Yellow Submarine, said: "Our core aim is to promote in a memorable way the Home Office's vehicle crime reduction message. Creating a roadshow in conjunction with household names and placing it within an environment where members of the public and, in particular, drivers, will be receptive to these messages makes perfect sense. Working with local police forces in each region will ensure motorists take notice of the activity."
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This article was first published on brandrepublic.com