Cannes Lions

AUTOMOTIVE SUPPLIER

PUBLICIS MÜNCHEN, Munich / ZF FRIEDRICHSHAFEN / 2011

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Overview

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Credits

Overview

Description

Challenge:ZF is one of the world’s largest automotive suppliers. Problem: ZF is almost unknown on the American market. How could ZF attract some of the spotlight at the Auto Show for itself and its products?Idea:Steal the show from the auto giants with the ZF Girl.

The ZF Girl visited the booths of the automotive companies and posed for pictures in the cars that use ZF technology. A team of bloggers and photographers made sure that the campaign spread quickly on automotive forums, Twitter and Facebook, and got people talking about ZF products.Results:Once it got underway, the campaign quickly took off. The ZF Girl became the trade fair’s iconic symbol, and was the most-photographed model at the Auto Show.Countless visitors had themselves photographed with the ZF Girl. ZF was the undisputed No.1 in the many photo galleries of the show.The campaign generated dozens of articles in the trade press, a report in the German news show "Tagesthemen," and hundreds of product-related posts in automobile forums and blogs – resulting in an estimated media value of $1.6 million.The press conference at the ZF booth attracted four times as much press response as usual.

Execution

The idea: We steal the show from the auto giants.The ZF Girl visited the booths of the large automotive companies and posed for pictures in the cars that use ZF technology.A team of bloggers and photographers made sure that the campaign spread quickly on automotive forums, Twitter, and Facebook, and got people talking about ZF products.The idea was carried a step further at the ZF booth, where visitors could use a multi- touchscreen application to discover which cars use ZF technology. An interactive race game let them 'pimp their rides' with ZF technology and get ahead of the pack.

Outcome

Once it got underway, the campaign quickly took off. The ZF Girl soon became the trade fair’s iconic symbol, and was the most-photographed model at the Auto Show.Countless visitors had themselves photographed with the ZF Girl, or took a picture of her on their mobile phones. ZF was the undisputed No.1 in the many photo galleries of the show.The campaign generated dozens of articles in the trade press (on- and offline), a report in the German news show "Tagesthemen", and hundreds of product-related posts in automobile forums and blogs – resulting in an estimated media value of $1.6 million.The press conference at the ZF booth attracted four times as much press response as usual - even though ZF was previously a virtual unknown in the U.S.

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