The Small Escape| BMW

 

Agency: Jung von Matt

Client: BMW

Country: Germany

Jung Von Matt condensed a large story and heavy subject matter down into a highly watchable format for BMW’s The Small Escape - which tells the story of a driver trying to smuggle someone over the Bornholmer Strasse border crossing in a BMW Isetta. 

It became apparent early on that cutting the film in a linear way would be boring to watch, so Jung Von Matt opted instead for a non-linear spot, in the style of a heist movie.

1964. Berlin is a divided city. Flight from the German Democratic Republic is punished with an order to fire. Still, many people desperately try to cross the border. For all backgrounds to the true history of the spectacular escape, read the article here: https://b.mw/isetta_escape_story People forge identity papers, dig tunnels, climb into hot-air balloons and hide in cars going to the West - towards freedom. But as large vehicles are getting controlled more frequently and thoroughly, a West Berliner has a seemingly impossible but ingenious idea: the smallest and most inconspicuous car available at the time, the BMW Isetta, should help him smuggle a man across the border into the West.

Biltwell | Fan Helmet Art

Biltwell sells motorcycling accessories and does a great job of keeping their fans engaged and passionate about their brand using their Facebook fan page. 

One way they do this is by sharing fan-shared helmet art on their timeline. Fans get their 15 minutes of fame and Biltwell gets to show off the awesome things people do with their products and "delight" their fans in the process.

Volkswagen | Trailer Assist

BRAND:

VW

CATEGORY:

Automotive

REGION:

Norway

DATE:

January - March 2016

AGENCY:

MediaCom

MEDIA CHANNEL:

Branded Content,Online

Insight 

The market for large family cars is very competitive, and the launch of the new Passat was somewhat a challenge, as the design was not indicating this was a completely new car. 

Advanced driving assist systems, though, are main features in the new Passat including Trailer Assist. The optional Trailer Assist steers automatically while the driver is still responsible for gear shifting, acceleration and braking.  

The target audience was adult men with a family and the need for a roomy car, which often also means from time to time a need of a trailer. Passat is segment leader among family cars, and most of them are equipped with a trailer hitch. 

The agency also build on one basic insight: Most people find it difficult to reverse with a trailer and hate to do it. A system that will help them out will obviously create attention. However, MediaCom needed to demonstrate it in an exceptional way, to ensure that the target group would find it worthwhile seeing and sharing. 

Since social media to a large degree is about entertainment, and surprising videos always create a large number of viewers and involvement it decided to move along that path. 

This gave MediaCom the communication strategy and the idea for the campaign. 

Strategy 

The fight for attention is hard even for entertaining video content. MediaCom believed it had content with a potential for sharing, but in order to make it happen it had it to get it right from the start, and decided to make the content look less like a commercial thus increasing the potential for sharing. 

Most importantly it decided to focus its paid digital media towards young adult men even though the average car buyer is 40 years +. By targeting influencers rather than the actual car buyer, it expected to achieve far higher sharing and thus organic views of the video, and the car buyers would get the video from their younger colleagues and children rather than from Volkswagen directly.  

Even though it was tempting to use TV from the start, the agency decided to place TV at the end of the campaign period, to create as many organic views as possible before launching the TV ad. 

At the start it sponsored Facebook posts and placed the video on selected sites in the BeOn network. It made the content easy to share and used YouTube as the hub for organic viewing and sharing.  

The content lived up to its potential and was shared even faster than assumed. This gave a good story to use in PR, and the 250 online articles in 46 countries further increased the engagement. 

Execution 

The creative solution was to perform a stunt where the agency wanted to demonstrate an exceptional maneuvering with a trailer in reverse at high speed.  

In ordinary streets and along ordinary roads where the public should believe they observed a 100% real reverse driving with a trailer.  

In order for the illusion to be realistic, it built a trailer around a car, which it stripped for the body. This way it allowed the “trailer” to reverse with a new Passat, giving the illusion that the Passat was reversing. 

Stuntmen drove the trailer and the car and everything was recorded on video, which gave two films: One that shows the actual stunt and one behind-the-scenes film. Both produced primarily for the use in social media. 

Results 

The campaign reached the following global results initiated from a country with only five million people: 

• Created a Facebook reach of more than 55 million,  • Achieved more than 28 million video views so far, 69% of these were organic. • The videos were watched in 125 different countries • Close to 1,800,000 engagements with the campaign: - 1.190.000 likes - 470.000 shares - 133.000 comments. 

• Reached 2.4 million views on YouTube, all of these were organic • The stunt was described in more than 250 online articles in more than 46 countries with more than 396 million potential readers • The campaign was launched in a post diesel gate atmosphere with a lot of negative buzz around the brand, and managed to break the negative curve • The sale of Volkswagen Passat in Norway increased 15% the following month.

Welcome To The New Age Bentley

Insight

Traditional, conservative and old fashioned; once a quintessentially British classic, Bentley was losing its spark. There is no doubt that Bentley offers an unparalleled luxury experience; whether it’s the beauty of the paintwork, the crisp smell of the supple hand-stitched leather interior or the satisfying sound of the key as it slides into the ignition.

For many though, the brand had lost the emotion and passion that once made it so iconic. Online, bloggers were asking: “Where’s the spark? When was the last time Bentley did anything worth getting excited about?” 

An old-fashioned image was attracting older buyers. Bentley’s mature customer base did not reflect what was happening in the luxury market. A new breed was emerging:  young, extremely wealthy car buyers hungry for unique experiences.

Put simply, it needed to stop talking to Prince Charles and instead, speak to Prince Harry and his wealthy friends: a group of independent, ambitious and technologically engaged trendsetters.

Strategy

When it came to solving Bentley’s image problem PHD knew it had to change decades of ingrained media habits; it was a case of go big or go home.

So, for the first time ever, the agency steered Bentley away from niche, classic car magazines and partnered with a powerful, young consumer brand: GQ - the most successful title in the men’s upscale publishing market. GQ’s scale (presence in key markets UK, China, US, Germany and Russia) and it’s forward facing approach to fashion and luxury would help PHD express Bentley’s new vision to a young, wealthy Prince Harry-esque audience. GQ’s portfolio of products (strong digital and mobile assets as well as the magazine itself) would ensure that tech savvy prospects could engage with Bentley content in a variety of formats on their device of choice.

Execution

Together, Bentley created a 24-page bespoke supplement filled with inspiring content, exploring the new rules of modern luxury. Released within GQ’s June issue, “GQ Deluxe” content was focused around three subjects: Luxury Destinations, Objects of Desire and the New Connoisseurs.

The printed edition hit newsagent shelves on May 2, 2013 with enhancements and added interactive functions bringing the content alive through the tablet edition at the same time.

A Bentley “New Luxury” hub was created online, running within the GQ site for three months. The hub hosted selected content from the print supplement and highlighted the unique personalisation experience offered by Bentley. A bespoke online video created by GQ showed the Bentley factory and personal touches available to tailor your very own Bentley. Online display across the GQ.com platform drove visitors to the hub, while presence on both Bentley and GQ’s social media channels further fuelled engagement through a share functionality and links to the Bentley site.

Results

The campaign objective was to deliver high engagement levels, generate visibility for the brand and get conversations started with a younger audience which is exactly what was achieved.

The target audience have been busy searching for more information. In the UK, 1 in 10 who visited the hub clicked through to explore the Bentley site. The quality of the content meant that people were super engaged, with the average visitor spending 1.38 minutes on the hub (vs a luxury brand benchmark of 54 seconds). Over 54,000 have watched the bespoke video – equivalent to the capacity of the Olympic Stadium! Crucially, the content was something that people wanted to share, achieving 10,000 likes and shares across Facebook and Twitter.

An additional 50,000 reprints were distributed to Bentley’s global dealership network to introduce the new luxury experience to potential buyers. All in all the campaign was triumphant and with success across all of its key markets, Bentley’s new luxury message has now reached 17 million key prospects – an exponential shift in coverage versus previous campaigns!

BRAND: Bentley

CATEGORY: Automotive

REGION:

China

Germany

Russia

United Kingdom

United States

DATE: June - December 2013

AGENCY: PHD

MEDIA CHANNEL:

Online,Print

MINI Driving Dogs

Insight
Dogs are supposed to be man’s best friend. But if the New Zealand media was anything to go by, NZ dogs were far from friendly. Reporting of dog attacks had been on the rise, with children often the victims. This negative publicity wasn’t helping the dog adoption efforts of the Society for the Prevention of Cruelty to Animals (SPCA), with interest in adoptions flat. Approaching the Christmas holiday season, a peak time for even more dogs to be abandoned, the SPCA needed help.

As a long standing, but little known, supporter of the SPCA, MINI wanted to help make a difference and raise its own brand profile in the process. But where to start? To make a difference MINI first needed to understand the barriers the SPCA brand faced. SPCA research confirmed they were facing a perception problem: the single biggest barrier to adoptions was the perception that dogs from shelters had behavioural problems. People think because a dog’s in a shelter, it must be damaged goods.

DraftFCB was tasked with creating a campaign that would benefit both parties –specifically:

1. Increase the number of people with a positive perception of shelter dog behaviour
2. Increase awareness of MINI’s association with the SPCA by 10%
3. Leverage the campaign to double engagement with MINI brand on Facebook (from 5% to 10%)
Strategy
The insight was simple: these weren’t just dogs being asked to adopt - they were family members, and no one wants a new family member with behavioural problems. With media coverage of bad dog behaviour up nearly 50% over the last two years, it’s no wonder people were nervous.

This meant that MINI needed to convince people beyond all shadow of a doubt that shelter dogs don’t have behavioural issues and are just as trainable and intelligent as regular dogs. So DraftFCB’s strategy was to deliver an extreme, real life, display of SPCA’s dogs’ intelligence and trainability to prove they didn’t have behavioural issues. But how to do this in a way that also delivered MINI’s objectives?

The idea: Prove that SPCA dogs are smart by teaching them to drive a MINI – yes, starting the engine, releasing the brake, engaging the gear, hitting the accelerator, steering the wheels and then stopping the car again!

Sound unbelievable? The agency thought people would think the same. Dogs appear to drive cars in adverts and movies all the time so people would be naturally cynical if they just made some ads featuring driving dogs. To change perceptions they needed people tobelievewhat they were seeing. This meant that how the idea was delivered was just as important as the idea itself.

So the comms strategy was to use media to make people believe the unbelievable and to do this by staging one incredible, real life media event, told by the nation’s most credible influencer. The agency would then leverage this “can’t believe my eyes” moment, scooping people up in the anticipation beforehand and then making the event famous to change people’s perceptions.
Execution

First, the dogs. DraftFCB approached New Zealand’s #1 animal trainer and selected three SPCA shelter dogs: Monty, Porter and Ginny to undergo a world-first 8 week “doggy driving” training course. Then, the car. Hundreds of unique modifications were made to a MINI, incorporating feedback from training daily. Finally, the event itself. The agency convinced NZ’s leading news and current affairs TV show,Campbell Live, to act as hosts. First, they revealed the idea, showing training footage and instructing viewers to tune-in one week later to see the event: A world-first demonstration of shelter dogs driving a mini, broadcast live on national primetime TV!

Once this teaser show had aired, the agency used social media and PR to build anticipation and hype for the event. This targeted local and global news and social media influencers, knowing that any global coverage or endorsement would fuel more hype in New Zealand.

So people could invest in the event’s outcome, DraftFCB promoted and seeded over 800 pieces of content across 11 different digital and social platforms in just one week, wanting the nation engaged and excited! As the event neared, press, radio, TV and digital reminded people to tune-in.

Then on December 10, MINI staged SPCA Dogs actually driving on national TV.

Once the event was over, the content was seeded via video and social outreach ensured as many people as possible had the chance to see it for themselves.
Results

In just seven days, the event was not just famous, but world famous.

- Exposed to over one billion people worldwide
- News media coverage in over 70 countries
- Over 100 million reached on Twitter
- Over 10million YouTube views
- Trending everywhere from Twitter to Huffington Post to the BBC (where it was more popular than the royal baby news!)
- Support ranging from dog guru Cesar Milan to Snoop Dogg
- The dogs even got a segment on Letterman!

Audience figures lifted a massive 50% for the live drive episode. DraftFCB smashed its objectives:

1. Changed perceptions by making people believe the unbelievable:
- People twice as likely to have overcome their perception barrier once they had seen the dogs driving
- 113% increase in number of people with a positive perception of shelter dog behaviour

2. Increased awareness of MINI’s association with SPCA:
- 40% increase (target 10%)

3. Beat Facebook engagement target for MINI brand by 1,700%
- Engagement rose from 5% to 27%
DATE:December - December 2012

The Beetle Shark Cage |Volkswagen Beetle | USA

The Volkswagen Beetle is an iconic beacon for the VW brand, but over the years, it has increasingly been perceived as feminine. The cute, rounded design – not to mention the flower holder installed in the car – made it a “girl’s car”, and all the purchase data and conversation around it agreed. This was a problem for Volkswagen. Why? Because you might be able to sell a guy’s car to girls, but you can’t sell a girl’s car to guys. On its quest for unprecedented brand growth, Volkswagen needed men to love the Beetle.



All guys love to talk about their friends who do cool stuff. These are the guys who always have great stories and experiences. So Mediacom USA decided to make the Beetle “your cool friend” – the guy who does cool stuff you can only dream about. The agency used media to put Beetle in a place every guy wishes they could be (maybe once): swimming with sharks.



Insight
The Volkswagen Beetle is an iconic beacon for the VW brand, but over the years, it has increasingly been perceived as feminine. The cute, rounded design – not to mention the flower holder installed in the car – made it a “girl’s car”, and all the purchase data and conversation around it agreed. This was a problem for Volkswagen. Why? Because you might be able to sell a guy’s car to girls, but you can’t sell a girl’s car to guys.

On its quest for unprecedented brand growth, Volkswagen needed men to love the Beetle. The brand had ‘manned up’ the car with a redesign that made the new Beetle faster, stronger, and sleeker. But while the new model may have had the right style for male buyers, the perception about the brand hadn’t changed. For the launch of the new sporty Beetle, Mediacom USA needed to develop a communications platform that would lure men back and convince them that this Beetle was for them.

Strategy
All guys love to talk about their friends who do cool stuff. These are the guys who always have great stories and experiences. So the agency decided to make the Beetle “your cool friend” – the guy who does cool stuff you can only dream about. Mediacom USA used media to put Beetle in a place every guy wishes they could be (maybe once): swimming with sharks.

The Discovery Channel hosts “Shark Week” – an annual week-long series of television programming devoted entirely to sharks. Shark Week has become a cultural phenomenon and delivers guys to the network in big numbers. With the 25th anniversary of the event falling in 2012, this was expected to be the most compelling Shark Week ever.

Working with Discovery, Volkswagen engineers, and a shark photographer and his team, Mediacom USA created a fully operational underwater Beetle – a “Shark Observation Cage”. This wasn’t just a cage, but a perfect replica of the iconic car. The submersible vehicle had a structure made of tubular aluminium, a set of 19-inch Tornado alloy wheels and the Beetle’s iconic headlights. And it was equipped with a full air system and turbo packs that allowed it to drive underwater.

To drive home the impressive feat, the agency produced a compelling series of mini-episodes that chronicled the process – from design to construction to finally dropping into shark-infested waters. So in other words, the Beetle literally swam with sharks! And seeing the Beetle actually drive on the ocean floor as sharks swirled above was a spectacular sight – your ‘cool friend’ indeed.

Execution
The on-air series was created not only to showcase the spectacular footage of the Beetle underwater, but also to fully highlight this incredible engineering accomplishment. The frame and design was unmistakably Beetle, down to the last detail. The cage was only a quarter-inch off in spots from the original Beetle design, and the side-view mirrors even contained the warning that “Sharks in mirror are closer than they appear”. 

The three mini-episodes aired during Shark Week programming on both TV and online, and Mediacom created teaser content for VW’s social properties to extend outside of the one week on-air event. But they didn’t stop there: VW had 100% share-of-voice on the Shark Week landing page, with high impact placements throughout Discovery’s online properties. VW also blanketed the Shark Week digital experience with brand messaging around all touch-points. 

As engaged viewers watched the Beetle’s journey to the bottom of the ocean unfold, they could check out exclusive bonus Beetle Shark Cage content on a tablet co-viewing app. And to drive viewership and strengthen the connection between VW and Shark Week, Mediacom collaborated on promotional assets that included VW tagged tune-ins, out-of-home executions and print ads.

To build buzz before the programme aired, the Beetle Shark Cage was showcased at a dealer event and the Shark Week premiere party. The PR push was successful; the Beetle Shark Cage became a hotly anticipated pop culture event, with significant coverage ranging fromThe New York TimesandAdvertising Ageto prominent design, entertainment and automobile publications.

Results
In only one world can a beetle take on a shark…and win! Brand recall, likeability and brand opinion scores all SHOT past competitive benchmarks.

Average digital engagement on the Shark Week site was 28.5 minutes, with five million views overall. The VW playlist had 350,000 views with a 65% completion rate, and over 1.8 million Facebook posts were generated about the Beetle Shark Cage!

Most importantly, Volkswagen saw an immediate and significant impact on sales: Beetle sales topped 3,000 units in August – the highest monthly total of the year!

Who was driving this jump? It was all about the guys – the percentage of sales from male buyers DOUBLED, jumping from 20% to an astonishing 40% almost overnight!




BRAND:  Volkswagen Beetle

BRAND OWNER:  Volkswagen Group

CATEGORY:  Automotive

REGION:  United States

DATE:  May - August 2012

AGENCY:  MediaCom

MEDIA CHANNEL:  Experiential,Events,Online,TV

Hail in Riyadh . a tweet by an automotive brand.

A warm tweet sent to all Riyadh car owners to hide their cars because of hail.

This tweet is so smart it represents the ultimate brand engagement for positive reach and relevant conversation.

Wants of men versus women.Infographics,

Via:

Technology meets creativity | Invisible Mercedes-Benz

To promote the technology of fuel cell based hydrogen that has issued zero pollutant, the Mercedes-Benz has developed an "invisible car" lined by hundreds of LED's, where a camera on the other side showed the pictures and created the illusion of invisibility.

Toyota has launched “It’s Ready. Are You?”, an integrated advertising campaign promoting the 2012 Camry campaign. The campaign demonstrates how the seventh-generation model addresses changes in consumers‟ vehicle needs, expectations and driving habits through the combination of new innovations and improvements to interior and exterior vehicle styling. Six television commercials, print and out of home advertisements are joined by a microsite, the Camry Effect site.

“Built” highlights the Camry‟s new features and visually demonstrate the reinvention of Toyota‟s signature model. As the 2012 model builds around its driver, the spot touches on several of the key aspects midsize car buyers expect to get with their next car purchase. 

“Pit Stop” pays homage to the Camry‟s racing heritage with Toyota NASCAR driver Kyle Busch. The ad shows how Toyota‟s excellence carries from the racetrack to the roadway by transforming the car in the speed of a pit stop to highlight the Camry’s performance capabilities and intuitive mobile technology. “Pit Stop” will make its television debut on October 24. 

Two additional TV commercials will roll out later in 2011, followed with two further spots in the 2012 Super Bowl and the Toyota Halftime Report.The campaign also includes print ads, digital media, out-of-home boards and social media elements. Additionally, digital billboards featuring Camry imagery will run atop the Walgreens building in New York‟s Times Square to spark the public‟s interest and build intrigue for the 2012 model.

Beginning in November, consumers will have the opportunity to get behind the wheel of the 2012 Camry at over 125 events through March 2012. The Toyota Drive Center national ride and drive tour, along with activations at select Life Time Fitness locations across the country, will give the public a chance to experience the vehicle first hand.
The Camry Effect website is designed to connect the nearly seven million Camry drivers in the United States through an intuitive, interactive, online experience. The Camry Effect provides past and present Camry owners a platform to share stories, moments, memories and milestones of first dates, road trips, soccer games, interviews and college days while witnessing the collective “effect” each has.

Credits

The Ready campaign was developed at Saatchi & Saatchi Los Angeles by executive creative directors Margaret Keene and Chris Adams, creative director John Payne, art director Verner Soler, copywriter Graham McCann, director of integrated production/multimedia Tanya LeSieur, senior broadcast producer Gil DeCuir, project managers Angela Montoya, account director Andrew Corpman, management supervisor Erica Baker, account executive Kejal Crosson-Elturan, strategic planning director Evan Ferrari, strategic planners Skylar Wallace and Allison Farquhar, broadcast media director Gwen Conley, working with product information supervisor Paul Watson, business affairs managers Cara Orlowski and Ivy Chen, Toyota corporate manager Ed Laukes and advertising manager Colin Morisako.
Filming was shot by director Phil Joanou via MJZ with executive producer Jeff Scruton, president David Zander, director of photography Mauro Fiore and line producer Paul Manix.
Editor was Rick Lawley at The Whitehouse Post with executive producer Sue Dawson, senior producer Joni Williamson and assistant editor Brian May.
Special and visual effects were produced at The Mill, Los Angeles, by executive producer Sue Troyan, colorist Adam Scott, senior producers Melanie Wickham and Arielle Davis, 3D lead Andrew Proctor, 2D lead Paul O’Shea, 3D artists Yorie Kumalasari, Michael Panov, Lu Meng Yang, Kiel Figgins, 2D artists Gareth Parr, Steve Cokonis, Dag Ivarsoy, Nicholas Kim, Shane Zinkhon, Brinton Jaecks and Jen Stavish.
Music was produced at Mophonics by executive producer Michael Frick, head of production Shelley Altman and creative director Stephan Altman. Sound was designed at Trinitite Studios by designer Brian Emrich, and recorded and mixed at Lime Studios by Loren Silber.

Peugeot 3008 Crossover Could Fly

The Peugeot 3008 Crossover is being promoted in the UK as the car with so much technology you would expect it to fly. The campaign is centred around Peugeot cars appearing to have landed on tall buildings, special build poster sites, and on top of buses, backed up with broadcast, press, posters, radio sponsorship, test drives and an online panoramic view of London. 3008s have landed on significant high footfall buildings in London, Birmingham, Manchester, Glasgow and Bristol. Peugeot 3008 vehicles are on display in Westfield, Bull Ring, Trafford, Silverburn and Cabbot’s Circus shopping malls, with a bus (Peugeot 3008 attached) driving around each venue promoting test drives and competition entries.

The campaign includes a digital experience, online at www.spot3008.com, using an 80 giga pixels 360 degree panoramic image of London to hide twenty Peugeot 3008 cars for people to find. At stake is the prize of a totally unique flight into space. Clues and teasers are being run through the Peugeot 3008 Facebook page, Peugeot 3008 Twitter channel and a specially designed Peugeot 3008 Tumblr site.

Credits

The Spot the 3008 campaign was developed at Wand Agency, London.

Panoramic photography was by Jeffrey Martin at 360 Cities.

Vespa| Map

Advertising Agency: Three, Romania
Creative Director: Andrei Tripsa
Copywriter: Sabin Staicu
Art Director: Nicu Duta
Account Director: Miruna Pop
Illustrator: Nicu Duta

The new Touareg. Fall in Luxury.

“The new Touareg. Fall in Luxury.”
Advertising Agency: DDB, Australia
Executive Creative Director: Dylan Harrison
Creative Directors: Steve Wakelam, Nick Pringle
Digital Creative Director: Matt Grogan
Digital Art Director: Ramon Rodriguez
Managing Partner: Nicole Taylor
Planning Director: Nick Andrews
Business Management: Patrice Bougouin, Josette Addinall, Dave Murphy
Project Director: Todd Osbourne
Agency Producers: Brenden Johnson, Sam Meehan
Digital Producer: Ellie Campbell
Digital Design / Production: Per Thoresson, Mauricio Massaia, Marcio Puga, Orrr
Production Manager: John Wood

Porsche |Engineered for Magic Everyday

Porsche USA is challenging many Americans’ perceptions of Porsche sports cars—and in particular the 911—in “Engineered for Magic. Everyday”, an integrated advertising including TV, print, online, mobile, direct mail and a cinema promotion. The campaign seeks to show the many dimensions of the iconic Porsche 911 and the brand’s other storied sports cars through the lens of daily driving.

“The magic of Porsche is how thoroughly the cars transform your everyday, routine driving,” said David Pryor, vice president of marketing, Porsche Cars North America. “It’s not only about the weekend joyride. It’s the only car in the world that combines true sports car exhilaration and the drivability for daily use. This campaign brings this fact to life, painting a bigger picture of the real Porsche value proposition, in some cases through the words and images of owners themselves.

The TV spot, launched during the NCAA March Madness tournament, features vignettes of Porsche sports car owners in a number of seemingly everyday scenes: a parent picking up kids at school, a man running a home-improvement-store errand and a mom clearing away snow from the windshield each with titles re-characterizing the car as “school bus,” “pickup truck” and “snowmobile.” In another vignette, as a man fires up the engine after a long day at the office, we see how the car’s incredible, mood-shifting virtues—as his “getaway car”—complement the everyday ones. The closing voiceover says: “Engineered for Magic. Everyday.” Click on the image below to play the video in YouTube (HD)

Popout

www.youtube.com/watch?v=O-Lq3mHgNOI


At the hub of the integrated campaign is a consumer-generated website— PorscheEveryday.com —where owners can share their own everyday stories. With a combination of professionally produced videos and images along with owner-submitted content, the site builds a mosaic showcasing the many ways a Porsche is engineered for everyday magic. For this effort, Porsche has once again reached out to its passionate and active loyalists and enthusiasts to participate and contribute to the story. Last month, to start things off, Porsche sent 200 Flip video cameras to select owners asking them to contribute videos. The brand has also invited input from all its owners, the Porsche Club of America, dealers and their customers, and the million-plus Facebook fans for everyday stories, photos and videos.

In partnership with the Reelz channel, Porsche will also invite amateur film-makers to submit films that demonstrate “daily magic.” Ten filmmakers will be selected to experience daily magic in a Porsche and then make a film about the experience. The winning submission will be shown in cinemas across the country—a first for Porsche—and on the Reelz channel.

Porsche will distribute direct mail pieces to consumers outside the company’s customer base “to make sure that we can demonstrate this ‘everyday magic’ notion to some people who have not driven a Porsche in a very long time or have Porsche in their consideration set but haven’t pulled the trigger,” said Josh Cherfoli, online and relationship marketing manager at Porsche Cars North America.

Credits

The Everyday campaign was developed at Cramer-Krasselt, Chicago.
“When most people think of Porsche, they think ‘magic’—and the cars certainly are,” said Marshall Ross, chief creative officer, Cramer-Krasselt. ”What is markedly different about this campaign is we’re not selling the dream-car mystique of Porsche — that’s already a given. The creative cha

Saab is Back

Saab is running a series of print advertisements in the Wall Street Journal, the first instalment in “The Story of Saab,” a multi-media, multi-faceted national advertising campaign, which will include online ads written by Saab fans. The Swedish manufacturer virtually disappeared in the United States market less than a year ago, as its parent company at the time tried to sell it. Led by its entrepreneur CEO, Victor Muller, Saab was purchased by Spyker Cars N.V. nearly a year ago. Saab is now once again regaining its place as an independent and viable automaker in the minds of potential consumers. The campaign will continue with a television commercial, premiered on the Saab Facebook site. Facebook followers will be asked to write ads for the company, one or more of which will be used in future online advertising.

“A Cold Day in Hell is an Average Day in Sweden. Go ahead. Tell is it can’t be done. They said a car company founded by aircraft engineers would never fly. We didn’t have the sense to listen. In 1947 we put a wing on wheels and never looked back. In the ’60s if you wanted to compete in rally racing, they said you needed a larger, high-powered car. We won back to back World Championships with nothing more than a little family car. In the ’70s they said turbo power wouldn’t work in a mainstream production car. We not only tamed the turbo, we changed the industry forever. In the ’80s they said four-seater convertibles were a thing of the past. We built a cult classic. Fast forward to last year, they said out best days were done. But once again ears must not have been working. Because today, Saab is back. We’re an independent company flying higher than ever. Case in point, the all-new Saab 9-5 Sport Sedan. The most advanced Saab ever built. To be followed this spring by the capable 9-4x Sport Crossover. Soon after than, an entirely reinvented lineup. And we have a lot more coming out of Sweden after that. Just don’t expect any of it to follow convention.”

“Nicht German. We mean no disrespect to our Bavarian neighbors. After all, German luxury cars are some of the finest in the world. But here in Sweden, Saabs are designed for a different kind of driver. Take our all-new 9-5 Sport Sedan. Born and bred just north of Germany, it forgoes flash for understatement. Tempers power with efficiency. And favors passion over price. Its look is influenced by Scandinavian design with technology inspired from simple intuition. The all-new 9-5 wears its heritage on its sleeve. Get behind the wheel and you will feel it. This is a proud, intelligent, beautiful Swede.”

“A funny thing happened on the way to our funeral. We were reborn. This is the story of the rebirth of Saab. Nothing makes you appreciate life quite like a near-death experience. Last year, we had one. In January of 2010, Saab was slated to be closed. The cars millions of drivers had loved for over sixty years were to be no more. But then something miraculous happened. Those same passionate drivers who loved our cars began to rally around our company. From Egypt to Thailand, Australia to America. Saab fans around the world organized to show their support. And it worked. Their outpouring of dedication inspired businessman Victor Muller to look deeper. Needless to say, he liked what he saw. Saab had great cars on the road and a full pipeline of new products on the way. We had one-of-kind technology and state-of-the-art facilities. Most importantly, we had fans who would go to the ends of the earth to save us. What could be better than that? Just under a year ago, a deal was struck. Saab was an independent company once again. Thank you to Mr. Muller and Saab fans around the world. When others counted us out, you gave us a new life. There is nothing quite like the feeling of being reborn.”

“Our German competitors may not speak our language, but we certainly gained their full attention. We’re talking about the all-new Saab 9-5 Sport Sedan. It communicates to a specific type of driver. One who favors exhilaration over exhibition. Brains over brawn. Self-worth over net worth. With an interior designed around human intuition and performance boosted by our powerfully efficient Saab turbo, the all-new Saab 9-5 speaks a language you will better understand once you get behind the wheel. It certainly has our competitors talking.”

Credits

“The Story of Saab” was created by McCann Worldgroup Detroit’s Team Saab for the U.S. market. Team Saab also has the responsibility of creating the global launch campaign for the company’s next product, the 9-4X. Team Saab is a unit of McCann Worldgroup dedicated to marketing Saab Cars North America. McCann Worldgroup delivers marketing solutions that transform brands and grow businesses. The company is comprised of a roster of best-in-class agencies, including McCann Erickson Worldwide (the world’s largest advertising agency network); MRM Worldwide (digital marketing/relationship management); Momentum Worldwide (event marketing/promotion); McCann Healthcare Worldwide (professional/dtc communications); WGEXP (global production); UM (media management); Weber Shandwick (public relations) and FutureBrand (consulting/design)