Pay with Views

By J. Walter Thompson, Amsterdam, Netherlands

For Opel

Highly Commended in category Advertising

In subcategory Promo & Activation

Project Description
Everybody knows that when it comes to the web, it's all about views. Views are quite literally worth money.
So, for the introduction of Opel's new Online Edition, we turned YouTube views into a currency. By asking people in The Netherlands to film their Opel test drive, upload it to YouTube, promote their video. Then we enabled the filmmakers to use their views to buy a brand-new Opel Online Edition model.
The homemade videos had to be pretty special, as an Opel Online Edition isn't cheap…
The KARL ROCKS Online Edition cost 589.900 views, the Corsa Online Edition 739.600 views and the Astra Online Edition 922.800 views.
Agency Solution
On June 13th 2017, we launched this rather special campaign for the new Opel Online Edition with a press release. Opel also communicated via a social video, 10 seconds add-on on TV and a campaign website. The social video clearly explains what Pay with Views entails and what is expected of people, supported by examples of viral content in and around an Online Edition.
The social video was boosted via YouTube with a Discovery strategy (targeting the homepage of the mobile app on YouTube). In the TV add-ons, the price of an Online Edition in views is shown extra large on the final title. On the campaign website people could learn everything about paying with views, and of course see the videos of the test-drive registrations of others.
In effect we created a new currency – and a whole new way to buy a car. And at the same time a massive amount of engagement within the target audience.
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