2. 2.WHO IS DRIVING?
CHALLENGE & OBJECTIVES
•The main objective - to increase the
interest for Opel GTC Astra in Romania,
but also for the Opel Astra Carline.
•The challenge – to maximize the benefits
from the new Opel ambassador in
Romania – the TV star – Razvan Fodor - a
young man with a cool attitude very
appropriate as image endorser for the GTC
Astra car.
The challenge was bigger as in the same
period Razvan Fodor was acting in a new
and very successful Romanian soap opera.
3. 2.WHO IS DRIVING?
SOLUTION
Mechanism: We have created a platform where men and
women could compete to to settle (in a funny and interactive
way) the eternal discussions that men are better drivers than
women.
Having a lot of experience in creating special projects for Opel,
we know that one of the best moment a brand can comunicate
with the consumer is when this is relaxed and have a positive
attitude.
This is one of the reasons we created interactive funny games
with the same theme : AUTO.
The games were testing : driving skills, Automotive knowledge
and reflexes.
Each time a game was played, the score the user was
obtaining was added to the general score for the men or
4. 2.WHO IS DRIVING?
SOLUTION
Mechanism: We have created 5 games and each
game played was giving to the player a chance to be
the lucky winner of the car that Razvan Fodor drived –
the GTC Astra.
Razvan Fodor, as an endorser for Opel GTC Astra was
also present in the dealers showrooms as a sticker to
their window, inviting people to do a testdrive.
The games were designed to be played also from
mobile devices & tables (iOS & Android) and we have
seen an increasing number of plays comming from the
mobile devices/tablets that means we have to consider
this target with a good potential for Opel future
campains
5. 2.WHO IS DRIVING?
SOLUTION (Integration with Facebook)
Mechanism:
We have asked the users to login in our
platform with their facebook accounts. Like this
we have enabled the social component for our
platform and benefited from the facebook users
prefence for games. We ensured like this the
viral spread of our messages among the
player„s friends.
Also the player could invite his/her friends to
join the competition and to prove who‟s better
driver.
6. 2.WHO IS DRIVING?
KEY BENEFITS & RESULTS
• On the dedicated website: www.cineconduce.ro
• 432 057 unique users
• 1 287 000 page views
• 4:06 minutes average time spent on site
• 70 578 users registered in the website and played min.
1 game (77% men, 23% women)
• 522 146 games played
• 1,5mil Facebook likes for the messages about the
“who‟s driving” platform.
• 5K downloads on mobile/tables (iOS+Android)
•Visibility online : reach 5.16 mil unique users, 526 000
direct emails, over 100 mil banner impressions.
