Eurobest

The fox

MORGENSTERN, Oslo / FINN.NO / 2023

Film
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Overview

Entries

Credits

OVERVIEW

Background

FINN.no is a classified site for selling used cars. The campaign was to launch their new "used car warranty". We tried to communicate the benefit: you can sell your car to anyone, without worrying about an aftermath of complaints and problems.

To showcase this, we wanted to cast someone as sly as possible. So we went for the most famous stuffed fox in the world. The Stoned Fox, meme of the year 2013.

The objective was simply to quickly establish that FINN now offers a Used car warranty.

Execution

A nervous woman is selling her car to The Stoned Fox. She worries. The fox does not look trustworthy. Fortunately, she has a used car warranty from FINN.no. So she doesn't need to worry about him contacting her about problems with the car. They drive off together. (Its weird. We know.)

Outcome

Impact: Significant increase in impressions and clicks for search terms containing the words "Smooth carsales" in the campaign period.

Reach: 70 % reach in population, high awareness on TV and YouTube. 61 % remember having seen the commercial.

Engagement and change in behaviour: 38 % knowledge of the concept "Smooth carsales" during the campaign period, which is an increase of 40 %.

Brand perception: Amazing brand lift results, especially on Snapchat. Lift in brand awareness is 13 %.

(97 % has FINN "top of mind" when thinking of buying or selling a car. This is rather stable, so the goal this time was to focus on the concept "Smooth carsales")

Achievement against objectives: The campaign delivered very strong in knowledge, engagement, liking, clear message, clear sender identity, and actual visits to FINNs website. We also see a longtail traffic effect, for people searching for "Smooth carsales"!

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