The File Mover
Issue 21 | December 2011
Agency
McCann Lowe
Creative Team
Creative Directors: Benoit Hilson, Olivier Roland; Copywriter: Jeremie Goldwasser; Art Director: Arnaud Piette
Other Credits
Webdesigners: Greg Pin, Adrian Duquennoy, Gilles Deketelaere
Date
August 2011
Background
The brief was for the agency to create an online awareness campaign for Opel’s utility vehicle, the Movano
Idea
The idea can be expressed simply as being: the first van that carries your stuff across the web.
The banner ad was designed to be both innovative and useful, working like websites such as yousendit.com or wetransfer.com.
It allowed viewers to load files up to 2GB in size into the back of the van and then send them to someone.
The recipient would receive an email inviting him or her to download the files and learn more about the Movano range.
Results
In less than a month, the Movano banner had transported more than 5,680 files across the world. It is now approaching 8,000 – and counting.
See the case history at:
http://www.youtube.com/watch?v=MqXB5UR5hdw
Our Thoughts
At first I questioned who would actually send a file using a web banner, but the results tell me 7,800 people. That’s who. It’s a clever way to convey the message of moving large things. And you’ve got to hand it to them, they’ve made the ordinarily useless banner really quite useful.