Brand | GENERAL MOTORS |
Product/Service | AUTOMOTIVE |
Entrant | STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES |
Category | Special Events And Stunt/Live Advertising |
Media Agency
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STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES
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Entrant Company
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STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES
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Media Agency 2
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STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES
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Results and Effectiveness
Of the 190 guests invited to the event over 50% activated wrist bands. And of these 98 guests who had wrist bands:
• 88% uploaded their 360 selfie cam video to Facebook
• 80% friended people using the friendship table
• 25% signed up for a test drive
• 22% uploaded their photos through the roaming photographer
Resulting in a total reach of over 2,500,000 – all organically. And Cadillac became the 1st brand in the region to employ a 360 self cam and friendship table at an event, all powered by social media. Not bad for 98 people.
Creative Execution
We took inspiration from the car and used technology to make every corner of the event instantly shareable, transforming our guests into live reporters. This was done without the need for the guests to even take out their phones by utlising individual RFID wrist bands linked to guests Facebook accounts. Through the wrist bands guests were able to:
• Instantly friend each other by simply placing their hands on the friendship table
• Have their photos uploaded by simply swiping their wrist bands across the specially activated pebbles
• Book test drives with a simple swipe of their wrist bands against the special test drive box
• Film a 360 selfie video and have it uploaded and shared instantly with the swipe of their wrist band
Insights, Strategy and the Idea
Cadillac were launching the all-new ATS Coupe and our client had focused the launch around a very exclusive, invite only event to be held in Dubai. Our challenge was to create such an engaging social media experience that the 190 guests would organically amplify this experience across their own social channels and allow us to reach a much wider audience. In short, seeing pictures and an editorial piece in the back pages of a glossy magazine after the event was over wasn't going to cut it – we wanted the experience of the event to be as unique as the ATS Coupe itself and so our aim was to transform the usual event format into something that made guests truly want to share their experiences across social.
Credits
Sajid Ismail |
Starcom Mediavest Group |
Senior Social Media Executive |
Khaled El Halwani |
Starcom Mediavest Group |
Senior Social Media Executive |
Nicolaas Langereis |
Starcom Mediavest Group |
Social Media Director Mena |
Dimitri Papadimitriou |
Starcom Mediavest Group |
Head Of Liquidthread |
Omar Jouejati |
Starcom Mediavest Group |
Senior Media Executive |
Maha Mahdy |
Starcom Mediavest Group |
Social Outreach Lead |
Elamin Saad |
Starcom Mediavest Group |
Social Media Manager |