Cannes Lions

AUTOMOTIVE SHOPPING

ZENTROPY PARTNERS, Los Angeles / GENERAL MOTORS / 2004

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To Californians, cars are, above all, fashion accessories; two-ton presentments of their unique personality and impeccable taste. Our 'Find Your Style' website invites Californians to match their own persona with the GM vehicle that helps them best express it. In the site’s 'What’s Your Style' section, prospects can select various heads and body parts that most closely represent their inimitable selves. An algorithm then selects the 'perfect' GM vehicle for them. Other involvement devices, including a Concentration-type game and a roll-over showcase of GM features, help nurture interest and steer prospects to the appropriate GM buyer sites. And because inside every Californian is a budding creative director, prospects can enter a 'Build Your Billboard' sweepstakes, with the winning masterwork displayed in the creator’s’ own hometown. Objective: to encourage car-shopping Californians to first consider the GM family. To reach a broader base of prospects, and develop them into qualified leads. Target audience: Californians, especially those who have not seriously considered a GM vehicle before.

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