Automotive - Vehicles

Cars, trucks, motorcycles, both brand and model advertising.

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2012 SILVER

How Porsche Created New Relevance for a Revered Icon

The Porsche 911 revered icon and heart and soul of the Porsche brand was facing a precipitous, 54%, sales decline. Its ultra-performance credentials made it an impractical purchase, as recession-impacted luxury sports car buyers were seeking every-day drive-ability. The Engineered for Magic, Every Day campaigned proved that the 911 and in fact all Porsche sports cars are built for daily life. The result: In just six months the campaign re-framed what people thought a sports car could be, and increased sales by 19%.

Brand: Porsche
Client: Porsche Cars North America
Agency: Cramer-Krasselt
Language: English

2012 BRONZE

Chevy Volt, "It's More Car Than Electric"

In 2010, facing pressure from the Nissan Leaf, we launched the Chevy Volt. It was an 'extended range' electric vehicle in a gasoline world. We didn't launch a 'green' car -- we launched a great car (that just happened to be electric).Thinking about Chevy shifted -- from old-fashioned to innovative, gas-guzzler to fuel-efficient with a much needed lift to brand opinion and consideration.In 3 months, the Volt was established as a different kind of car and Chevy was re-established as a different kind of car company.

Brand: Chevrolet
Client: General Motors
Agency: Goodby Silverstein & Partners
Language: English

2011 GOLD

MINI vs Porsche Challenge

In 2010, MINI was faced with a dramatically repressed market and no new product news. Our task was to create a campaign that would drive deep engagement around the strategy that MINI was a feisty way to move through an increasingly serious world. The idea to challenge an icon of seriousness, Porsche, to a race was born. In a quick two-week blitz, fueled mostly by earned media, the MINI vs. Porsche campaign achieved 3.3 million press mentions and a 3000% increase in Facebook participation.

Brand: MINI Cooper
Client: MINI USA, BMW of North America, LLC.
Agency: Butler, Shine, Stern & Partners (BSSP)
Language: English