How it works?
The campaign started with a bunch of teaser video banners, which invited people to watch the unveil of the car live from the LA Auto Show. More than 300, 000 people came to see it over the two-day period and the banners also attracted 13,000 likes on Facebook. The buzz was followed by a Youtube Superbowl commercial spot with an edgy and seductive video, resulting in over 8 million views.
Next step was the live to digital driving experience events, which allowed users online to see actual people driving in the cars and experience the drive through few different cameras.
Later on the brand also came up with 3 more Youtube videos featuring the same seductive actress from the Superbowl spot and also some additional digital content for sharing with their fans.
The campaign has undoubtedly been a great success and the results speak for themselves. The campaign did not include anything unique as all of the components have been used previously by other brands. However, the mix of them got the company their ROI at a very high level, which also proves that traditional advertising in not a must in the automotive market. On the other hand, it would probably not be so successful with a different target audience as this case is a great example of targeting people, who spend a lot of time online.