Europcar Promo, Case study CRUSH HOUR by Ogilvy Paris

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CRUSH HOUR

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Industry Traffic safety
Media Promo & PR, Case study
Market France
Agency Ogilvy Paris
Creative Director Chris Garbutt
Art Director Nick Worthington
Copywriter Benjamin Dessagne
Released November 2010

Credits & Description

Category: Cars & Automotive Services
Advertiser: EUROPCAR
Product/Service: AUTOLIBERTE
Agency: OGILVY FRANCE
Date of First Appearance: Nov 5 2010
Entrant Company: OGILVY FRANCE, Paris, FRANCE
Entry URL: http://www.youtube.com/watch?v=7crzaXLtjA0
Creative Director: Chris Garbutt (Ogilvy)
Art Director: Emmanuel Bougneres (Ogilvy)
Copywriter: Benjamin Dessagne (Ogilvy)
Agency TV Producer: Laure Bayle (Ogilvy)
Agency TV Producer: Antoine Bagot (Ogilvy)
Film Director: Gustav Johansson
Production Company: Night Shift
Brand Director: Nathalie Heckel (Ogilvy)
Account Director: Delphine Watenberg (Ogilvy)
Head of Digital and Brand Content: Frederic Levron (Ogilvy)
Film Director: Laurent Tonnelier (Europcar)
Media placement: 5 Stunt Videos - YouTube Channel Www.youtube.com/autoliberte - 5 November 2010
Media placement: Web Banner (Owned Media) - Www.europcar.fr - 5 November 2010
Media placement: Web Banners + Photos - Www.nrj.fr/ Www.cauet.fr - 5 November 2010
Media placement: Videos Embedded On YouTube Player - Facebook NRJ Fanpage - 5 November 2010
Media placement: Videos Embedded YouTube Player (Owned Media) - Www.autoliberte.fr Facebook Europcar Fanpage - 5 November 2010
Media placement: On Air Game Radio Spot - NRJ Radio Station - 8 November 2010

Insights, Strategy & the Idea
- To promote AUTOLIBERTÉ, a new service provided by car rental company Europcar, in an impactful way to raise awareness quickly and drive car owners in France to consider an alternative to car ownership.
AUTOLIBERTÉ is a monthly subscription that gives you the flexibility of using a car on demand without all the expenses and hassle of car ownership. Subscribers have a large range of cars at their convenience, have no maintenance or insurance costs and can choose the time and length of rental according to his or her needs.
The small budget drove us to a digital campaign to generate the conversation, with YouTube as a key pillar and a partnership with NRJ (popular radio station). A classical approach with only traditional media and banners would not have created the visibility and virality that has been produced by this campaign.

Creative Execution
A series of viral videos were created that captured a well-orchestrated stunt, where car owners get pranked by getting their cars towed away and replaced with a crushed car. The gag was then continued, through a partnership with a radio station, where a call from our distressed car owner was broadcast live and this fuelled the discussion around the difficulty of car ownership.

The partnership with the famous NRJ radio station initially started the buzz through on air discussion and videos on NRJ’s website. This initiated YouTube hits, and when the number of hits grew exponentially, the videos and YouTube channel appeared in the most viewed section on YouTube. A large amount of earned media was generated: numerous blogs, online magazine articles, and 2 national TV channels talked about the operation.

Results and Effectiveness
- More than 2 million hits in 5 weeks on YouTube.
- 5th most viewed YouTube channel in December 2010.
- Thousand of tweets, blogs, Facebook and web articles.
- Talked about on 2 National TV channels (more than one minute each).
- More than 1 million Euros in earned media.
- 3 times more traffic on the product’s website.
And… 83% more subscriptions to AUTOLIBERTÉ.