Cannes Lions
CARAT, Detroit / GENERAL MOTORS / 2015
Overview
Entries
Credits
Execution
Our strategy and execution, was a combination of messages and content. The agency knew that we needed credibility beyond the brand: ambassadors could speak about their personal Opel prejudices, housed on a content platform. We began by confronting the audience with (funny) prejudices getting them thinking. The first phase, an OOH flight with cross-channel support bringing exposure.
We revealed the brand (same media) using testimonials then enhanced visibility through digital to direct traffic to content hub. Location-based targeting on OOH and push-SMS to nearby smartphones where consumers could share content. It's time to "re-park Opel".
Outcome
Both brand image and purchase intent have increased dramatically as a direct result of the campaign;
• Image "would like to own an Opel" +92%
• Image "Opel makes cool cars" +61%
• Quality perception of the brand + 44%
• Brand Momentum ("is a brand on the way up") +62%
• Purchase intent up +61
• Social buzz: more than 30k mentions & shares; 88% positive sentiment
And, most importantly, the business results:
o Market share up +4,3%
o New car registrations up +6,9% – outperforming the market by 190%.
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