2010 Winners & Shortlists

Results and Effectiveness

4,560,551 views – Earned and paid 6,294 clicks 9,654 unique visitors to microsite 27,081 page views on brand microsite 1300 emails forwarded by users to friends

Creative Execution

Shot a viral video, ‘amateur’ handheld cam style, titled ‘The break in!’ Video was seeded in multiple platforms, including YouTube and Facebook and was also placed on ‘Whatsthecar.com. A specially designed contest rewarded people that guessed the make and model of the car. 2 videos, one ‘failed break-in to find out the identity of the car’. The second released 3 weeks later was the ‘successful break-in to find out the identity of the car’. Rich media banners with the video were also placed on strategic portals and websites

Insights, Strategy and the Idea

Take an iconic car, a very limited budget and create enough buzz to drive sales