Cannes Lions

CAR 2MOTION AIR FRESHENER

G2 (GRUPO GREY), Barcelona / SARA LEE / 2008

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Overview

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Overview

Description

BriefTo develop a campaign for the launch of the new AmbiPur Car 2Motion air freshener in Spain.

Solution The online activity was charged with driving awareness and involvement for the months following the TVC launch:-Rather than asking consumers to think about the product benefit, we got them to experience it through a game in the campaign’s mini site that granted them access to a series of mini sitcoms.-To generate more content and involvement, we requested visitors to film their own videos and post them on the site with a driving trip across Route 66 as the incentive.-Blogs and video websites were populated with content created through the program. Videos had either explicit branding or reference back to the website.

Results-Over 700,000 views in YouTube and presence across 79 blogs and video posts.-Banner campaign: 1.05% average CTR.-40 video submissions.-10% increase of repeat sales rate.

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Expectations

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Expectations

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