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Reverse Intrusion

Chrysler

Issue 7 | July 2008

Agency

Proximity BBDO Paris

Creative Team

Bruno Moreira - Creative Director ;Vincent Wibaux - Creative Director;Antoine Sarrazin - Art Director ;Bruno Moreira - Copywriter ;Julien Collonna - Film Production

Production Team

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Other Credits

Nicolas Simmonet - Managing Director (Proximity BBDO Paris);Sophie Tripier - Group Manager (Proximity BBDO Paris);Eric Labourier - Marketing Manager (Chrysler);Aurélie Palmier - Brand Manager (Chrysler)

Date

October - November 2007

Background

Chrysler wanted to launch its new Sebring sedan in the competitive D-segment (upper-medium) of the car market. The company had a limited budget with which to bring this model to the attention of its target group of prospective buyers.

Idea

The agency’s solution was to launch an online campaign that turned the idea of the intrusive banner ad on its head. Developed by Vibrant Media, the media technique involves triggering a pop-up according to the time of day and specific contextual keywords. The creative concept behind the technical solution was ‘Reverse Intrusion’.

Internet users are always annoyed when unwanted pop-up windows open. But in this case, the users themselves were put into the position of the annoying intruder, turning up in the Chrysler salesman’s home at different times of the day. When the cursor rolled over certain keywords, it launched a short film showing the man at home, shaving in the morning, watching a match on TV in the evening etc. The user was told to leave the man in peace and click on the URL if they wanted to find out more about the Chrysler.

Results

The campaign achieved a 6% click through rate (industry standard 0.15%) in three months, from an average of 250,000 ad exposures. The most relevant keywords triggering the pop-up, and reinforcing Chrysler’s brand positioning, were ‘car’, ‘diesel’, ‘comfort’, ‘high-end’, ‘style’, ‘design’ and ‘quality’.

Our Thoughts

Taking the well-known fact that pop up banners can be a nuisance, and turning it on its head so that the customer’s made out as the one who’s annoying, rather than the advertiser, is very funny. We just hope that the customer found it equally so…

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