But with live in-person events off the table for most of 2020 , agencies were tasked with finding creative solutions across digital channels .
Agency Strata Creative Communications partnered with Vauxhall , which wanted to launch the all-new Mokka and Mokka-e models in November 2020 . Traditionally , these product launches would have included face-to-face events for the manufacturer and its UK dealer network , providing product orientation , brand and competitor analysis , test drives and an exciting reveal .
The audience numbers would usually be around the 700 mark each year . But with the second wave of the pandemic emerging , they needed an alternative .
Brief
Strata worked with Vauxhall to design a solution , not a compromise . Embracing the power and reach of digital , the creative energy and storytelling potential of film , and a channel and audience neutral approach , they helped bring the all new Mokka and Mokka-e to life , safely through Covid-secure procedures for presenters and crew . Through a securely limited risk production to ensure , Strata met the deadlines and achieved and exceeded the objectives .
Solution
DRIVING FORWARDS
Strata Creative Communications partnered with Vauxhall to put on the marque ’ s first ever digital car launch for its Mokka model
Using a secure webcasting platform , Strata broadcast a prerecorded film , coupled with a live Q & A , to the entire dealer network , exponentially increasing audience size and reach . An on-demand version went live immediately after the broadcast to cater for shift-based audiences . Distilling the core content into a broadcast friendly format and length , Strata also shot the product walkaround section for both internal and external channel usage – amplifying the content to CRM
customers as a VIP preview experience , thereby increasing interest and pre-orders .
The live broadcast was watched by over 1,400 network investors , employees and sales partners , doubling the previous audience size for product launches and achieving a 93 % sign-up and viewing score across the network .
The consumer VIP previews continue to deliver on-demand , amassing thousands of unique views , and improving ROI and influencing conversion to sales .
The overall budget represented a 75 % saving on face-to-face activity , while achieving 100 % uplift in internal audiences , and finding a whole new external audience to maximise pre-orders .
Testimonial
37 Case study
“ First and foremost , thank you for a splendid collaboration that I consider perfectly executed .” Managing director , Vauxhall Motors
“ Thank you for everything you have done to make this launch – our first major digital events – a success .” Head of events , Group PSA UK www . conference-news . co . uk