Cannes Lions

IT'S YOUR SPACE

SPARKSMG, Chicago / AVIS / 2013

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Overview

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Credits

Overview

Execution

To help Avis connect with The Challenger on-the-go, Spark made the most of the iPad environment: forward-looking, easily portable, and interactive. All selected partners had strong ties to his passions - from news to sports – as well as significant scale to their tablet apps. Each partner was also able to accommodate the rich experience. The final plan included eight partners: The Wall Street Journal, USA Today (including a launch partnership for their revamped app), The Economist, Popular Science, Wired, Car & Driver, Sports Illustrated, and ESPN. When users were served the full page Avis ad, they were prompted to 'Shake Me.' Using the iPad accelerometer (a first for an advertising campaign), the ad launched into a full creative experience, transforming the visual of an Avis rental car into an image of a beach setting, a workout room, etc. to put the user in his own 'space.'

Outcome

Final engagement rate within the creative destination landing page was 20%: double the average tablet engagement rate benchmark. Click-through rates outperformed the automotive category benchmark by three times the average. The plan delivered more than 15 million impressions, resulting in more than 300000 landing page impressions Consumers spent more than five days total engaging with the experience The campaign also generated buzz from Advertising Age, MobileMarketer.com, Twitter and other media outlets.

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