Cannes Lions

SENSORY RUSH

McCANN ERICKSON BUENOS AIRES, Buenos Aires / GENERAL MOTORS / 2014

Case Film
Case Film
Supporting Content

Overview

Entries

Credits

Overview

Description

According to the current Argentine Media Law that regulates and outlines content production for TV broadcasting, production has to be carried out 100% in argentine territory, such as was done in the production of the video that was presented. This law only applies to television and radio, and excludes production for Internet content, for which there are no regulations

Execution

We did a video test (product testing) that was to accomplish the goals we had set: to be relevant and also enjoyable and that it would call to be shared by whoever saw it. Therefore, under the premise that "an engine is not seen, it's felt"; we invited Domingo Latella, a blind man who sat in the copilot seat next to a professional pilot, and got into the Camaro not only to test it, but to feel it, to describe like no one else could, the experience of the 405hp.

Outcome

The action helped reach the following results:

1. The initially established goal of selling 50 units was exceeded, totaling 150 units sold at a cost of U$S95,000

2. An emotional connection was achieved between our supporters. By posting the video of Domingo on the social networks, the expectations were not only reached in visits and number of shared, but many fans wanted to have the experience in the Camaro themselves. So, we called on 10 potential consumers to test the Camaro blindfolded.

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