Automotive - Vehicles

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

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2008 SILVER

Nissan Altima Keys

To promote the new Nissan Altima, mock key sets were left behind in venues for consumers to find in an effort to return the keys to its rightful owner. Upon reading the key tag, participants were notified that the original owner no longer needed these keys as their Altima came with Push Button Ignition, making keys obsolete. Texting and online components served as methods in offering a free gas card reward and capturing metrics and data. The stunt resulted in a 76% participation rate and generated approximately 78,010,170 impressions.

Brand: Nissan North America
Client: Nissan North America
Agency: The TRUE Agency
Language: English

2008 SILVER

Helpful

After 12 years without any advertising, the Southern California Honda Dealers Association was allowed to re-form and begin advertising again. In a category full of clutter and noise, the Honda Dealers sought to win over consumers who've felt abused by car dealers by doing something that no dealer had ever dared to do: apologize, then demonstrate that Honda dealers are different - they're helpful. After just 8 months, Honda Dealers of Southern California began to change consumers minds about Honda Dealers and reverse 12 years of Toyota dominance in the highly lucrative Southern California automobile market.

Brand: Southern California Honda Dealers Association
Client: Southern California Honda Dealers Association
Agency: Secret Weapon Marketing
Language: English

2007 GOLD

MINI COVERT

The big idea was to advertise to the people who have already bought a MINI to build evangelism for the brand through creating buzz, deepening engagement and driving participation. Communications were encrypted so that only MINI owners with spy-like tools could decode them. We call it Covert. Think Mission Impossible meets James Bond meets advertising. Covert has achieved its goals of buzz (+75%), engagement (+21%), and participation. Over 3,500 owners joined for the first-ever MINI Takes the States coast-to-coast road rally in August.

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