ZF GIRL by Publicis Munich for ZF Friedrichshafen

ZF GIRL

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Industry Repair parts
Media Promo & PR, Case study
Market Germany
Agency Publicis Munich
Executive Creative Director Stephan Ganser
Client Service Director Frank Muller
Released September 2012

Credits & Description

Category: Automotive and Transport
Advertiser: ZF FRIEDRICHSHAFEN
Product/Service: AUTOMOTIVE SUPPLIER
Client Service Director: Frank Müller (Publicis München)
Account Director: Beate Ernst (Publicis München)
Group Head Art: Matthias Kreft (Publicis München)
Group Head Copy: Sandra Dusek (Publicis München)
Vice President Corporate Communications: Matthias Lenz (ZF Friedrichshafen AG)
Senior Manager Product and Market Communication: Klaus Hader (ZF Friedrichshafen AG)
Managing Director: Birgit Soellner (MSL)
Digital Consultant: Florian Wehde (Publicis Modem)
Executive Creative Director: Stephan Ganser (Publicis München)
Media placement: Rich Media Banners - Wardsauto.com, Autonews.com, Wjr.com - 15.12.2010
Media placement: Presse Releases - Major US And EU Motor Press - 10.12.2010
Media placement: Blogging - Twitter, Fb, Automotive Blogs In US - 15.1.2011

Summary of the Campaign
Challenge:
ZF is one of the world’s largest automotive suppliers. Problem: ZF is almost unknown on the American market. How could ZF attract some of the spotlight at the Auto Show for itself and its products?

Idea:
Steal the show from the auto giants with the ZF Girl.

The ZF Girl visited the booths of the automotive companies and posed for pictures in the cars that use ZF technology. A team of bloggers and photographers made sure that the campaign spread quickly on automotive forums, Twitter and Facebook, and got people talking about ZF products.

Results:
Once it got underway, the campaign quickly took off. The ZF Girl became the trade fair’s iconic symbol, and was the most-photographed model at the Auto Show.

Countless visitors had themselves photographed with the ZF Girl. ZF was the undisputed No.1 in the many photo galleries of the show.

The campaign generated dozens of articles in the trade press, a report in the German news show "Tagesthemen," and hundreds of product-related posts in automobile forums and blogs – resulting in an estimated media value of $1.6 million.

The press conference at the ZF booth attracted four times as much press response as usual.

The Situation
ZF is one of the world’s largest automotive suppliers. At the Detroit Auto Show it was in the Hall of Giants for the first time, surrounded by the world’s leading automobile brands. Many of those cars use ZF transmission and drive train technology. The problem was that nobody in the U.S. knew about it, because ZF is almost unknown on the American market.

The Goal
The goal for ZF was to attract some of the spotlight at the Detroit Auto Show for itself and its products.

The Strategy
ZF technology can be found in most vehicles shown at the Detroit Motor show. But unfortunately under the car´s surface.

So we decided to make the unvisible visible in a provocative way.

Execution
The idea: We steal the show from the auto giants.

The ZF Girl visited the booths of the large automotive companies and posed for pictures in the cars that use ZF technology.

A team of bloggers and photographers made sure that the campaign spread quickly on automotive forums, Twitter, and Facebook, and got people talking about ZF products.

The idea was carried a step further at the ZF booth, where visitors could use a multi- touchscreen application to discover which cars use ZF technology. An interactive race game let them 'pimp their rides' with ZF technology and get ahead of the pack.

Documented Results
Once it got underway, the campaign quickly took off. The ZF Girl soon became the trade fair’s iconic symbol, and was the most-photographed model at the Auto Show.

Countless visitors had themselves photographed with the ZF Girl, or took a picture of her on their mobile phones. ZF was the undisputed No.1 in the many photo galleries of the show.

The campaign generated dozens of articles in the trade press (on- and offline), a report in the German news show "Tagesthemen", and hundreds of product-related posts in automobile forums and blogs – resulting in an estimated media value of $1.6 million.

The press conference at the ZF booth attracted four times as much press response as usual - even though ZF was previously a virtual unknown in the U.S.