Europcar Direct, Case study REAR VIEW MIRROR CINEMA Ogilvy & Mather Frankfurt

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REAR VIEW MIRROR CINEMA

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Media Direct, Case study
Mercado Alemania
Agencia Ogilvy & Mather Frankfurt
Creative Director Pit Kho
Art Director Daniel Schweinzer
Copywriter Lukas Liske
Editor Simon Meyer
Publicado junio 2010

Premios

Cannes Lions 2010
Media - Bronze
Direct Lions Use of Direct Marketing Bronze

Creditos y descripciones

Type of entry: Use of Direct Marketing
Category: Direct Response Broadcast: TV, Radio & Infomercials
Advertiser: EUROPCAR GERMANY
Product/Service: EUROPCAR MINIBUS SPECIAL
Agency: OGILVY FRANKFURT, GERMANY
Chief Creative Officer/Creative Director: Dr. Stephan Vogel (Ogilvy Frankfurt)
Creative Director: Pit Kho (Ogilvy Frankfurt)
Art Director: Daniel Schweinzer (Ogilvy Frankfurt)
Copywriter: Lukas Liske (Ogilvy Frankfurt)
Agency Producer: Norman Strohmaier (Ogilvy Frankfurt)
Account Management: Leonie Pötter (Ogilvy Frankfurt)
Advertisor's Supervisor: Dr. Bernd Schmaul (Europcar)
Camera: Francesco Elsing (Satis&Fy)
Editor: Simon Meyer (Satis&Fy)
Production Company: Satis&Fy AG Germany (Satis&Fy AG Germany)
Post Production: Jessica Wege (Acht Frankfurt)
Special FX: Visual Catering Frankfurt (Visual Catering Frankfurt)
Sounddesign: Christian Schneider Satyr (Pearls Music)
Describe the brief from the client:
Europcar has a great bargain: the Minibus-Special. The problem: nobody knows about it. And hardly anybody thinks of a rental car when it comes to a weekend trip. So how do you make a trip by minibus more attractive for young adventurous consumers?
Creative Execution:
The idea linked the common experience of riding a minibus - to the Europcar offer in a surprising and highly activating way, supported by the discount voucher on the cinema ticket.
Describe the creative solution to the brief/objective.
We go to a place where young people like to meet: to the movies – and we show them something they have never seen before on the screen. Themselves.
A hidden camera films the audience. The image is directly integrated into our commercial. Thus we create a completely new cinema experience with the spectators acting in the starring role.
On the back of each cinema ticket there is a 10 % discount voucher for the Europcar Special Deal.
Describe the results in as much detail as possible.
Shortly after the promotion ran, demand for the Minibus Special rose by up to 45 % in the target cities.