SMALL CAR AD by Ogilvy & Mather Vienna for Reed Exhibitions Messe Vienna

SMALL CAR AD

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Austria
Agency Ogilvy & Mather Vienna
Executive Creative Director Gerd Schulte-Doinghaus
Art Director Renée Reust, Michi Gschwantner
Copywriter Philipp Leo
Released October 2009

Credits & Description

Category: Best Use of Online Advertising
Advertiser: REED MESSE WIEN
Product/Service: MODEL MAKERS FAIR
Agency: OGILVY & MATHER
Date of First Appearance: Oct 10 2009 12:00AM
Entrant Company: OGILVY & MATHER, Vienna, AUSTRIA
Executive Creative Director: Gerd Schulte-Döinghaus (Ogilvy & Mather)
Senior Copywriter: Doris Partl (Ogilvy & Mather)
Copywriter: Philipp Leo (Ogilvy & Mather)
Art Director: Renée Reust (Ogilvy & Mather)
Art Director: Michi Gschwantner (Ogilvy & Mather)
Media placement: Online Sale Platforms - Willhaben.at, Derstandard.at, Austroauto.at, Autoscout24.at, Bieten.at - 10.10.2009

Results and Effectiveness
The vehicles we offered achieved an average click rate of 500 clicks, until the moderators of the specific pages removed them from the site. Depite their removal, we managed to attract the attention of more than 50,000 prospective customers – and that through an action, which did not cost a cent.

Creative Execution
We started a guerrilla campaign within Austria’s most widely known online car sales market and offered Austria’s best-loved cars for prices that can only be dreamt of. For example, someone looking for a new Ford Mondeo found such a vehicle offered in the very first ad - however, in the scale 1:43.

Insights, Strategy & the Idea
The Vienna Trade Fair not only stages the Model Makers Fair but also the Vienna Auto Show. Curiously, the target group car enthusiasts and model makers are surprisingly similar. Why not take advantage of this overlap, as the advertising budget for the Vienna Model Makers Fair is exceptionally tight?