Buick Promo, Case study MOMENT OF TRUTH by Digitas Boston

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Industry Cars, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market United States
Agency Digitas Boston
Executive Creative Director Rob Rizzo
Released July 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: BUICK
Product/Service: 2011 BUICK REGAL
Date of First Appearance: Jul 26 2010
Entrant Company: DIGITAS, Boston, USA
Entry URL: http://www.momentoftruth.com/
Executive Creative Director: Rob Rizzo (Digitas)
Group Creative Director: Doris Chung (Digitas)
Associate Creative Director/Art Director: Jim Harrington (Digitas)
Associate Creative Director/Copywriter: Joe Palmer (Digitas)
Senior Art Director: Julie Halloran (Digitas)
Senior Copywriter: James Hough (Digitas)
Lead Designer: David Scott (Digitas)
Senior Interaction Designer: Michael Histen (Digitas)
Executive Producer: Brian Smith (Digitas)
Broadcast Producer: Ben Raynes (Digitas)
Group Marketing Director: Mary Bester (Digitas)
Marketing Director: Erica Melia (Digitas)
Associate Marketing Director: Pam Neville (Digitas)
Marketing Associate: Katie McCully (Digitas)
Development Partner: (This Moment)
Development Partner: (Proto)
Editorial: (Accomplice)
Media placement: Standard Flash Banners & Rich Media Expandable Video Units - 3 Concepts - Google Network, Jumpstart Automotive Media, LinkedIn, MSNBC, Technorati, AOL Adv - 4 August 2010
Media placement: :30 And :15 "Energy Flow" Video - Tremor Media, Vibrant Media, Sharethrough, Buzz Logic - 4 August 2010
Media placement: Digg Sponsored Ads - Digg - 4 August 2010
Media placement: :30 And :15 "Energy Flow" Video, Co-Created Content & Advertorial Segment On Bro - SpeedTv.com & Speed TV Broadcast - 30 July 2010
Media placement: Custom Homepage Takeover Units - MSN.com, Yahoo.com, MSNBC.com - 7 November 2010
Insights, Strategy & the Idea
Following closely in the footsteps of the 2010 LaCrosse and 2009 Enclave, the all-new 2011 BUICK REGAL was first revealed to the auto industry in late 2009. As a result, for the first time in recent history, auto shoppers from 25 to 50 years old who were traditionally indifferent to BUICK began talking, writing, and sharing their honest opinions about the brand. In an age of social media, the more people in this target audience who start conversations attract more people to join in. So our clients wanted to create a forum to capture and continue these conversations whether positive or not, but the communications needed to feel as contemporary and fresh as the REGAL. Momentoftruth.com was born to reflect these modern design sensibilities while giving the target audience a rich environment to share, consume, and participate in content about REGAL.
Creative Execution
MomentofTruth is a site experience that captures and aggregates YouTube videos, Flickr images, Tweets, Facebook posts, quotes and headlines from 3rd party publications about the new BUICK REGAL. Through 3D rendering and animation, the experience offers more than just a static group of conversations but an active environment where visitors can post their own thoughts, or share the site with friends via Facebook, Digg or email. As more content is added to the experience, more visitors post comments and share their thoughts. Rich media banners on high profile sites and uploaded videos on BUICK’s YouTube channel preview featured content and drive to momentoftruth.com. People can also explore and engage with the site experience through a tab on BUICK’s Facebook page.
Results and Effectiveness
Momentoftruth.com exceeded industry standards for content engagement with an average 64% video completion rate. The experience elevated brand perception with 75% of site visitors saying their opinion of BUICK improved. 78% said they’ll tell friends to consider BUICK. At the dealership, sales numbers increased 137% between 2009 and 2010 to make Buick the fastest growing car company in the US. The experience did more than change brand affinity and increase sales. It helped improve Buick's perception as a marketing innovator with BUICK’s leaders being asked to serve as social marketing experts by both automotive and marketing trade organizations.