Buick Promo, Case study DRIVING GOOD by Digitas New York, TIME WARNER

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Industry Cars
Media Promo & PR, Case study
Market United States
Agency Digitas New York
Executive Creative Director John Liegey
Art Director Jennifer Oprysko
Released October 2010

Credits & Description

Category: Cars & Automotive Services
Advertiser: BUICK
Product/Service: BUICK REGAL
Date of First Appearance: Oct 1 2010
Entrant Company: TIME WARNER, New York, USA
President/ Chief Creative Officer, Time Warner Global Media Group/ Senior Vice President, Time Warne: Mark D'Arcy (TIME WARNER GLOBAL MEDIA GROUP)
Executive Vice President/Sports Group President: Mark Ford (TIME WARNER GLOBAL MEDIA GROUP)
Senior Vice President of Content Development & Production: Rich Rosenthal (TIME WARNER GLOBAL MEDIA GROUP)
Vice President: Tim Hildebrand (TIME WARNER GLOBAL MEDIA GROUP)
Corporate Account Director, Time Inc. Branded Solutions: David Howe (TIME WARNER GLOBAL MEDIA GROUP)
Executive Creative Director: John Liegey (TIME WARNER GLOBAL MEDIA GROUP)
Executive Director of Marketing: John Lilliquist (TIME WARNER GLOBAL MEDIA GROUP)
Executive Director of Creative Development: Bethany Eppner (TIME WARNER GLOBAL MEDIA GROUP)
Marketing Manager: Janna Ritzcovan (TIME WARNER GLOBAL MEDIA GROUP)
Art Director: Jennifer Oprysko (TIME WARNER GLOBAL MEDIA GROUP)
Media placement: Print Gatefold - Entertainment Weekly - Ocotber 15, 2010
Media placement: Print Gatefold - Sports Illustrated - October 18, 2010
Media placement: Print Gatefold - Time Magazine - October 25, 2010
Media placement: Print Gatefold - Fortune Magazine - November 1, 2010
Media placement: Print Gatefold - Gold Magazine - November, 2010
Media placement: Print Gatefold - Food & Wine - November, 2010
Media placement: Online Digitorial - Time Inc. Digital Network - October - Deceomber, 2010
Media placement: Online Rich-Media Banners - Across Time Warner Digital Networks - October - December, 2010
Media placement: Television Integration - The Ellen DeGeneres Show - November 29, 2010

Insights, Strategy & the Idea
In 2010, BUICK was praised for its reinvigorated vehicle line-up and the launch of the re-imagined BUICK REGAL. They revamped their cars but BUICK still had a perception problem in the marketplace. Traditionally, a brand whose driver’s averages 65 years old, Buick had to reach a brand-resistant young, affluent audience. BUICK needed a targeted communications strategy, an unexpected media vehicle and a unique engagement tool rooted within social media to reach the desired target audience.

Creative Execution
We saw an opportunity to partner BUICK with Fortune’s 40 Under 40, a proven franchise that celebrates young success. For BUICK, we wanted something bigger. For the first time in its 80 year history, Time Inc. editors brought together their iconic brands to simultaneously launch a ground-breaking franchise. 40 Under 40 was produced across 6 key titles highlighting 200 leaders, innovators, game-changers under 40, across passions that aligned perfectly with BUICK’s targets: politics, golf, entertainment, sports, food & wine and business. Via creative gatefolds, promotional pages and digital units, BUICK aligned with the edit. To further engage the target, we worked to create a philanthropic social media experience. Introducing BUICK Driving Good: 40 simple powerful ways to change the world in under 40 minutes. Housed on a branded Facebook page, BUICK pledged $1 for every “like” of the page.

Results and Effectiveness
The BUICK Driving Good campaign garnered over 100 million audience impressions across print, online, social media and television. The BUICK REGAL was aligned with a pure celebration of success, a feel-good philanthropic undertaking and a social media movement. Over 50% of people who saw the campaign took action. Over 3000 people liked the BUICK Driving Good Facebook page. In 2010, a car company was praised for its reinvigorated vehicle line-up. And now the launch of the re-imagined BUICK Regal is in a class of its own.