REAR VIEW MIRROR CINEMA by Ogilvy & Mather Frankfurt for Europcar

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REAR VIEW MIRROR CINEMA

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Germany
Agency Ogilvy & Mather Frankfurt
Creative Director Pit Kho
Art Director Daniel Schweinzer
Copywriter Lukas Liske
Editor Simon Meyer
Released January 2010

Credits & Description

Category: Direct Response Broadcast: TV, Radio & Infomercials
Advertiser: EUROPCAR GERMANY
Product/Service: EUROPCAR MINIBUS SPECIAL
Agency: OGILVY FRANKFURT
Date of First Appearance: Jan 19 2010 12:00AM
Entrant Company: OGILVY FRANKFURT, GERMANY
Chief Creative Officer/Creative Director: Dr. Stephan Vogel (Ogilvy Frankfurt)
Creative Director: Pit Kho (Ogilvy Frankfurt)
Art Director: Daniel Schweinzer (Ogilvy Frankfurt)
Copywriter: Lukas Liske (Ogilvy Frankfurt)
Agency Producer: Norman Strohmaier (Ogilvy Frankfurt)
Account Management: Leonie Pötter (Ogilvy Frankfurt)
Advertisor's Supervisor: Dr. Bernd Schmaul (Europcar)
Camera: Francesco Elsing (Satis&Fy)
Editor: Simon Meyer (Satis&Fy)
Production Company: Satis&Fy AG Germany (Satis&Fy AG Germany)
Post Production: Jessica Wege (Acht Frankfurt)
Special FX: Visual Catering Frankfurt (Visual Catering Frankfurt)
Sounddesign: Christian Schneider Satyr (Pearls Music)
Media placement: Film - Selected Cinemas In Germany - 19.01.2010

Describe the brief/objective of the direct campaign.
Europcar has a great bargain: the Minibus-Special. The problem: nobody knows about it. And hardly anybody thinks of a rental car when it comes to a weekend trip. So how do you make a trip by minibus more attractive for young adventurous consumers?

Explain why the creative execution was relevant to the product or service.
The idea linked the common experience of riding a minibus - to the Europcar offer in a surprising and highly activating way, supported by the discount voucher on the cinema ticket.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We go to a place where young people like to meet: to the movies – and we show them something they have never seen before on the screen. Themselves. A hidden camera films the audience. The image is directly integrated into our commercial. Thus we create a completely new cinema experience with the spectators acting in the starring role. On the back of each cinema ticket there is a 10 % discount voucher for the Europcar Special Deal.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Shortly after the promotion ran, demand for the Minibus Special rose by up to 45 % in the target cities.