Cannes Lions

AUTOLIBERTE

OGILVY FRANCE, Paris / EUROPCAR / 2011

Awards:

1 Gold Cannes Lions
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Overview

Entries

Credits

Overview

Description

Tasked with the objective to promote a new service from Europcar and raise awareness quickly to drive car owners in France to consider an alternative to car ownership, we exploited a simple consumer insight in a radical way: owning a car can be a downright pain in the neck. Autoliberté is a monthly subscription that gives you the flexibility of having your own car without all the expenses and hassle of car ownership.We proposed a content partnership with the NRJ famous radio station where the well-known radio host would provoke a discussion with radio callers around the stress or issues related to car ownership.

Meanwhile, we filmed a series of viral videos that captured a well-orchestrated stunt, where car owners get pranked by getting their cars towed away and replaced with a crushed car. When the car owner’s disbelief and panic is at its peak, the Europcar team come to the car owner’s rescue and present the AutoLiberté subscription offer that allows you to rent a car at your convenience at a preferential price. The series of stunts were filmed and later played out on both the radio station's website and YouTube channel.

Execution

A series of viral videos were created that captured a well-orchestrated stunt, where car owners get pranked by getting their cars towed away and replaced with a crushed car. The gag was then continued, through a partnership with a radio station, where a call from our distressed car owner was broadcast live and this fuelled the discussion around the difficulty of car ownership.The partnership with the famous NRJ radio station initially started the buzz through on air discussion and videos on NRJ’s website. This initiated YouTube hits, and when the number of hits grew exponentially, the videos and YouTube channel appeared in the most viewed section on YouTube. A large amount of earned media was generated: numerous blogs, online magazine articles, and 2 national TV channels talked about the operation.

Outcome

- More than 2 million hits in 5 weeks on YouTube- 5th most viewed YouTube channel of December 2010- Thousand of tweets, blogs, Facebook and web articles- Talked about on 2 National TV channels (more than one minute each)- More than 1 million Euros in earned media- 3 times more traffic on www.autoliberte.fr (the product’s website)And … 83% more subscriptions to AutoLiberté

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