We created an audience-controlled story. These 8 unmissable episodes of an adventure spy thriller were released weekly. Part comic graphics and part live action, ‘The Evoque Effect’ put our ‘mystery’ car in the starring role. It was highly interactive. Users created posters of the Evoque and wrote their own slogans, answered plot-related questions at the end of each episode to win prizes, guessed what happens next to restart the rest of each episode, and wrote their own comics using our templates. They could even drive the Evoque during an episode and watch the story unravel from behind the wheel. Android and iPhone apps made content mobile, and all content could be shared. Users were encouraged to blog their views on the new, mystery car, spreading the word and driving engagement.

We tapped into existing digital behaviour and created both engagement and sharing opportunities to connect with the young.15 million people watched ‘The Evoque Effect’1.3 million people visited our campaign site 5 minutes average dwell time81,000 Weibo fans60,000 iPhone/Android apps downloaded55,400 people joined the ‘Keep Me Informed’ CRM programmeClick Through Rate 0.7% - SIX TIMES HIGHER than auto industry norms.

6,000 cars pre-sold (20% ABOVE TARGET)