Automotive - Vehicles

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

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2019 GOLD

Atraxión Total

Atraxión Total, un reality show creado para dar a conocer y generar interacción con Chevrolet Trax; invitaba al target a enamorar a la Trax con la posibilidad de salir montado en ella. Una manera muy distinta de promocionar un vehículo pero que resultó altamente efectiva y costo-eficiente.Las ventas fueron tales que se vendió todo el inventario de su modelo más popular.

Brand: Chevrolet Trax
Client: Santo Domingo Motors
Agency: Ogilvy
Language: Spanish

2019 SILVER

Range Rover Sport Dragon Challenge

As US demand for SUVs has accelerated, the mainstream luxury players (Mercedes-Benz, BMW, Audi, Lexus, Porsche) were claiming the same story of capability that Range Rover pioneered - and doing it with the backing of far greater sales volume and share of voice. The breakthrough campaign that resulted, Dragon Challenge, reasserted why Range Rover Sport remains untouchable as the pinnacle of this segment: Increased test drive submissions by 96.1%, increased loyalty 16.1 points to the highest level in two years, and had the best sales month in brand history.

Brand: Land Rover
Client: Jaguar Land Rover
Agency: Spark44
Language: English

2019 SILVER

Buick ExcelleGT 3 or 4 Truth Test Drive Event

Buick ExcelleGT, equipped with a more energy-efficient three-cylinder engine, relaunched last year. However, resulting from consumers’ bias of three-cylinder, ExcelleGT suffered from a severe sales decline. The previous Top-3 sedan fell out of the top 20.
In fact, most three-cylinder haters haven’t even driven it. Therefore, the best way to change consumers’ bias is to let them experience rather than educate them. So we launched a humorous test drive. Consumers were invited to test drive both three-cylinder and three-cylinder Buick. But we secretly interchanged the engine in order to let consumers experience without bias. Those who thought they drove four-cylinder (actually three-cylinder) were amazed at the driving experience. The rumor of three-cylinder is exploded in front of the fact.
This real product experiencing event not only overturn consumers’ bias successfully, but also help the former sales king went back to Top 3 again.

Brand: Buick
Client: SAIC General Motors Corporation Limited
Agency: Ogilvy Shanghai
Language: Mandarin