BUILD A CAR for Wiesmann

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BUILD A CAR

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Industry Cars
Media Promo & PR, Case study
Released July 2012

Credits & Description

Category: Automotive and Transport
Advertiser: WIESMANN
Product/Service: SPORTS CARS
Managing Director: Friedhelm Wiesmann (Wiesmann)
Head of Marketing: Jan Molitor (Wiesmann)
Managing Director: Volker Martens (Faktor 3 AG)
Senior Consultant, Group Head: Frank Schuetz (Faktor 3 AG)
Project Management: Imke Eichelbaum (Faktor 3 AG)
Key Account: Benjamin Andreas (Living Concept Advertising)
Managing Director: Daniel Rosin (Living Concept Advertising)
Media placement: Start of the webcam - Internet - 17.09.2009
Media placement: Press release Start - Broad distribution - 17.09.2009
Media placement: Press release End - Broad distribution - 27.09.2009
Media placement: End of webcam - Internet - 27.09.2009

Summary of the Campaign
Wiesmann is a manufacturer of handcrafted sports cars. We had the job to help the emerging brand to reach a broad audience with a limited marketing budget. The best way to understand Wiesmann's philosophy is to visit the factory in Duelmen (Westfalia, Germany) and see the handmade production of beautiful sports cars in an impressive building. However not everybody has the chance to come to the factory. So, Wiesmann and our agency created the idea of using the IAA (Internationale Automobil-Ausstellung, International Motor Show) to create some buzz: the Wiesmann GT MF4 produced by two Wiesmann workers in 10 fair days was the first car ever handcrafted in real time and live in front of the audience on location in the history of the biggest automotive fair in the world. The Wiesmann car production was the main attraction in Hall 5. In total 550,000 people visited the booth. They watched the production, took photos and took in a lot of Wiesmann's brand spirit. And the media took notice: Over 1,000 press reports in print and online with a reach of over 1.2 billion people. Even the competitors applauded!

The Goal
How to demonstrate the ability and know-how of building a car, the attention to detail and the high quality of work on a fair booth? How to transport the philosophy of handmade sports cars? Wiesmann had an idea that sounds simple but was a premiere even the famous Frankfurt Motor Show has never seen before: building a car in 10 days - live and in front of the audience!

Results
The Wiesmann GT MF4 was one of the highlights of the fair: - Average number of spectators per day: 55,000, in 10 days: 550,000 visited the booth. - Number of Print Clippings: 241, circulation: 26.4 million - Number of online clippings: 764, clicks: 1.2 billion - Increase of internet visits on the homepage during fair: 187% Numbers that surpassed all expectations. And the reactions were positive too: - Compliments from all parts: car enthusiasts, politicians, journalists, even competitors - only positive media coverage And last but not least: The car was sold, at the fair.

Execution
The project took several weeks of preparation. The workers had to make a plan to manage building the car within the 10 days of the fair and get the right parts to the right place at the right time. Also the limited space had to be taken into consideration. The cooperation partners had both the possibility to present themselves and use the event for their own marketing. Michelin sent Bebendum, the big white mascot, to mount the tyres, Festtool took high quality photos of their tools in action, and 'auto motor und sport' had live content for their website. A PR and marketing programme was set up around the action with several press releases, invitating journalists to the booth and Wiesmann got a lot of attention in interviews, filming and images. In the end, all worked well and the car was finished on the last day.

The Situation
The sports car manufacturer Wiesmann builds and sells about 250 sports cars a year. The Transparent Factory in Duelmen in Westfalia (West of Germany) gives clients, journalists, and fans a very good impression of the work that is done for a single Wiesmann.However, not everybody can come to Duelmen and Wiesmann doesn't have the financial possibilities to start broad marketing campaigns to transport their spirit around the world. The only occasion to address an international audience is with press work or on fairs. The Frankfurt Motor Show, the biggest car show in the world, was the perfect ocassion to do just this.

The Strategy
Assembling a car is something Wiesmann does throughout the year. Every car takes around 350 hours of work: from the monocoque to the seats, from the cable harness to mounting the engine. With the help from fair management and cooperation with partners Festtool (working tools), and Michelin (tyres) Wiesmann was able to do the job. A media partner, Germany's leading car magazine 'auto motor und sport' created public awareness. A web cam installed on the booth transported the work over the internet and a broad press work transported the action to the editor's desks.