Winner Profile

McLaren Automotive, Blis and DCT8

McLaren Automotive Europe Campaign

Campaign Overview

With the release of the Sport Series 570S spider, McLaren Automotive was looking to challenge sports car audience perceptions of the brand and bring new prospect consumers in for test drives. To do this, the team behind the campaign identified high earners aged 30-65 with an interest in luxury goods and prestige cars as its key audience, and built a strategy to target them.

The team used geofencing around affluent locations like exclusive clubs and hotels, Michelin star restaurants and luxury retailers to identify its key audience, then identified competitor dealerships close to McLaren Automotive retailers. When profiled consumers were close to rival dealerships, the campaign targeted them in real-time with video ads, offering them a chance to learn more about McLaren’s latest models online or at a local retailer.

The campaign delivered over 4.2m impressions and drove over 23,000 consumers to the McLaren landing page to learn more about their latest models. In addition, McLaren was able to identify new conquest customers, with footfall data generated by the campaign providing key insights for future marketing.

Judges’ View: “A well thought-out campaign with good-looking creative and impressive results.”

Category

Most Effective Use of Video

Winner

McLaren Automotive, Blis and DCT8

Other Shortlisted Entries

Hawaiian Tropic, Wavemaker and Xaxis