Paris (November 9, 2010) — Tasked with the objective to promote a service from Europcar in such a way that it would gain quick awareness and stir interest amongst car owners in France to consider an alternative to car ownership Ogilvy Paris exploited a simple consumer insight in a radical way: owning a car can be a downright pain in the neck.
Leveraging an existing local media relationship between Europcar France and popular local radio station NRJ, Ogilvy proposed a content partnership whereby the well-known radio host would provoke discussion with radio callers around the stress or issues related to car ownership. This discussion was further fueled by the host as he dropped news of hearing that there was a movement underway in France whereby cars were being compressed. No mention of the Europcar brand name or service, this important phase of the campaign took place over the period of a concentrated week to establish the identified insight that car ownership can be downright stressful and often difficult and set the necessary stage for what was to come next.
Meanwhile, Ogilvy had filmed a series of viral videos that capture a well-orchestrated stunt whereby car owners would park their car, only to return minutes later to find what appears to be their car compressed. After the car owner’s disbelief and panic is at its high, the Europcar team come to the car owner’s rescue and presents the AutoLiberté subscription offer that allows you to rent a car as you need to, as often as you need to at a preferential price. The series of stunts were filmed and later played out on both the radio station's website NRJ.fr and the NRJ Fan page. Each video is also linked to www.youtube.com/autoliberté and the Europcar AutoLiberté website http://www.autoliberte.fr where engaged parties can find all the information they need on the offer to answer the question for themselves: why be a slave to your car when you have an alternative to ownership.
About Ogilvy & Mather
Ogilvy & Mather, France is an advertising agency of the Ogilvy Group since 1972 and a part of WPP, one of the largest communication conglomerates in the world. Key clients of Ogilvy France include Louis Vuitton, Dove, Perrier, Ford, IBM, Nestlé, Coca-Cola, Duracell, WWF, Vittel. . . among others.
International Press Contact, Ogilvy Paris: Kim Ball +33 673 98 0523
Brand : Europcar
Product : Autoliberté
French Title : La grande compression
Format : 6 films viral, radio, Youtube Channel,
Creative Director : Chris Garbutt
Art Director : Emmanuel Bougneres
Copywriter : Benjamin Dessagne
TV producer : Laure Bayle, Antoine Bagot
Director : Gustav Johansson
Production film : Moonwalk Films
Production Sound : Teleski
Head of Digital & Brand Content : Frédèric Levron
Ogilvy Paris Contacts : Natalie Heckel, Delphine Watenberg, Maurin Launay
Clients : Laurent Tonnellier, Albane Weil
Launch : November 2, 2010