Electrifying the Automotive Industry
SCOOP & SPOON’s stunning cross-platform campaign was designed to highlight the electric vehicle work of automotive firm AVL. Inspired by Fritz Lang’s ground-breaking 1927 movie ‘Metropolis’ it employed visual metaphors in form of some electrification rings, to communicate the way AVL had tamed the powerful force of electricity to create innovative futuristic technologies.
Recurring Design Element
With seven decades of experience and an infrastructure that spans the planet, AVL is a global powerhouse in the automotive development landscape. Our marketing campaign had to honour the might of this engineering behemoth, while also communicating its electrification offering subtly, gracefully and impactfully.
Instantly communicating AVL’s position in this sector, the campaign had to raise product awareness while grabbing attention for the brand and driving engagement. To this end, we created a campaign that was implemented across carefully chosen online platforms, to share with the world a glimpse of the future our client is building today.
We created a new video with a visual leitmotif that harked back to Lang’s 1927 masterpiece. This became the campaign’s identity, featuring prominently on the AVL electrification landing page and connecting it to our multi-platform marketing activities.
Phase one of the campaign sought to connect with targeted global users of Google, YouTube and LinkedIn,. This was followed by phase two, which was more targeted with a focus on lead generation.
GOOGLE SEARCH ADS
Google Banner Ads
Google Ad Search
Google Banner Ads
A new video containing the electrification rings as key brand elements forms the basis of the campaign’s visual leitmotif. A landing page exhibits AVL’s products, solutions and services in an interactive way. The campaign started with an overview and introduced the subtopics via Google/YouTube/LinkedIn to a broad international target group (Phase 1), which is followed by AVL product presentations to a more specific target group (Phase 2). This further increases the chances for leads.
In the first half of 2019, our electrification campaign for AVL delivered shocking results. 1,306 new newsletter subscriptions, 1,684 new business leads and 957 enquiries for more information. Our clever targeting saw the most landing page visitors come from the USA, China, Austria, Germany and India, countries at the forefront of emission reduction and vehicle electrification.