Baseline
Individual mobility is a basic human need. And cars are an indispensable part of the modern mobility mix. But skepticism about cars is growing – not least because of the public debate about environment and sustainability. The economic and social significance of the car is thereby all too quickly forgotten.
Solution
We develop an integrated campaign that uses the need for freedom associated with the car as an emotional anchor: namely, the freedom to do things spontaneously and go one’s own way. Starting from this primal need, we emotionalize the many facets of the car with relish – as a meeting place, as a driver of innovation, and as indispensable for individual mobility
Outcome
The time spent on the specially developed Content Hub is above average with 6:16 minutes. This shows that the content is of interest and is being consumed. The video view rate is also well above average. For instance, over 20 percent of all users viewing the battle between Baschi and Winiger watch it to the end (9:14 minutes).
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