HOMES & PROPERTY VIRAL by McCann London for The Aa

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HOMES & PROPERTY VIRAL

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Industry Automotive products, services and accessories
Media Direct marketing
Market United Kingdom
Agency McCann London
Creative Director Matt Crabtree
Art Director Simon Hepton
Released October 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: THE AA
Product/Service: HOME EMERGENCY RESPONSE
Agency: McCANN LONDON
Date of First Appearance: Oct 18 2010
Entrant Company: McCANN LONDON, London, UNITED KINGDOM
Entry URL: http://staging.mccannlondon.co.uk/awards/aa/
Creative Director: Matt Crabtree (McCann)
Creative Director: Simon Hepton (McCann)
Copy Writer: Matt Crabtree (McCann)
Art Director: Simon Hepton (McCann)
Account Director: Sam Lewis (McCann)
Account Executive: Freny Greny (McCann)
Media placement: Website - www.homesandproperty.co.uk - 18th October 2010
Describe the brief/objective of the direct campaign.
To launch The AA’s Home Emergency Response product and drive the brand in a whole new direction.
As a new product launch the target audience for the campaign was to seek new customers. Specifically 35+ home owners in London and the South East.
The AA’s entrenched association as an automotive brand meant that a move into home assistance demanded a fresh approach. Previous roadside assistance communications remained faithful to tried and tested traditional ATL media channels, but in launching the new Home Emergency Response cover (HER) we needed to get people talking. Our strategy was to use the immediacy of the newspaper website environment to deliver our creative idea.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our idea was simple; seed a series of fake property adverts amongst the real homes in the Evening Standard’s database. Prospective property purchasers were engaged at the right place, at the right time and in the right mindset. Teased in by seemingly bargain prices happy home hunters skimming the classifieds of www.homesandproperty.co.uk were disrupted with spoof ads of dream homes in a state of total ruin. Rat infestations……. Faulty showers and burst pipes……electrical faults and boiler breakdowns and all at a knockdown cost. Each execution served home owners with a timely reminder of the emergencies facing their own home and the importance of The AA’s Home Emergency Response cover.
Explain why the creative execution was relevant to the product or service.
Prospective property purchasers were engaged at the right place, at the right time and in the right mindset. Teased in by seemingly bargain prices happy home hunters skimming the classifieds of www.homesandproperty.co.uk were disrupted with spoof ads of dream homes in a state of total ruin. Rat infestations……. Faulty showers and burst pipes……electrical faults and boiler breakdowns and all at a knockdown cost.
Each execution served home owners with a timely reminder of the emergencies facing their own home and the importance of The AA’s Home Emergency Response cover.
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.
Most importantly browsers looking for two bedroom flats in Brighton and loft apartments in Islington were the most gullible. The campaign was a great success too. The drama of destroying picture-perfect homes violently tugged on browsers’ heartstrings and really got people talking online. Over 1.4million people saw the hoax and an astonishing 44% of those to see the full-page listings fell for it and clicked through to the website.