Category: Best Use of Other Digital Media in a Promotional Campaign
Advertiser: JAGUAR LAND ROVER
Product/Service: RANGE ROVER EVOQUE
Agency: RED KEDS
Producer: Ilya Ryzhkov (Red Keds)
Art-Director: Boris Kuznetsov (Red Keds)
Designer: Ilya Sizov (Red Keds)
Programming: Ivan Brylev (Red Keds)
Programming: Improveit (Improveit)
3D Production: Alexey Komarov (Red Keds)
HTML Coding: Hellodrw (Hellodrw)
Manager: Alexey Bodrov (Red Keds)
Media placement: Site - Internet - 17 October 2011
Media placement: RFID-Card - Interactive Stand On The Test-Drive Location - 24 October 2011
Media placement: Publications At The Social Network - Facebook - 24 October 2011
Media placement: Personal SMS-Notification - Personal Mobile Phones - 24 October 2011
Media placement: Online Queue, Common Information - Screens At The Venue - 24 October 2011
Media placement: Personal Photos - GoPro Camera Installed In A Car - 24 October 2011
Media placement: Personal Photos - Intaractive Stands - 24 October 2011
Describe the objective of the promotion.
A new concept of a test-drive procedure.
http://case.redkeds.com/evoque/index-eng.html
Describe how the promotion developed from concept to implementation.
Test drives always come with a big queue and complicated registration. We decided to simplify and streamline registration, and offered a new format for a test drive. We departed from the usual conditions of organising a test drive and we divided the stages of gathering information, developing a database and conducting the event. And we tied all activities into social media.
Explain why the method of promotion was most relevant to the product or service.
The invitees registered to the event via site and activated their own RFID-cards. Every invitee used their RFID-cards at the test drive location to activate their application forms. All the information related to the registration or attendee’s activity was published on their Facebook account.
A participant was placed in the online queue. An online queue system automatically sent SMS to guests with invitation to the least crowded venues. The guests could use their RFID-cards to check and make public the pictures taken with a GoPro camera installed in the car. Also they could entertain themselves at the interactive stands.
Describe the success of the promotion with both client and consumer including some quantifiable results.
7 days
4,000 registered users
13,500 pictures
2,000 posts on Facebook
Modern technologies allowed us not only to turn a regular test drive into a party and get many people interested in test-driving the car: they also allowed us to unlock and preserve emotions with the help of electronic keys and social services.