Full-Service Campaign for Global Car Manufacturer

We are a large OEM automaker. We manufacture cars, trucks, and SUVs.

Challenge: We have launched new vehicles and new direction with a disaster of an ad campaign. The company needs to stand for something that is purely American.

Solution: Supporting our troops coming home by using one or two of our vehicle lines. Awarding some recently returning troops and/or the ones who have been back for a time, with a new vehicle as recognition of their good work in defending and believing in America. This can also apply to programs such as being a Firefighter, Police Officer, or National Guard, back at home.

Result: We will stand for something tangible concerning America.

We wish to achieve storytelling at its finest through digital channels to drive good feelings regarding us and our cars. The project will contain online video, social media marketing, search engine marketing and a perfect combination of data and creativity.

All the information provided above should result in one, two, or three possible campaign themes.

The overall goal will be measured in more test drives at the dealership. The budget is $40 Million USD for a three to four-month test program with a rollout of $70 Million USD.

Pitching Breakdown and Project Timeline 

The pitch will be limited to the top two or, at most, three agencies. The process will be to submit a detailed outline of their process the agency would go through to obtain a $40 Million USD test program. The agency will include a statement of how much, in terms of billings, this test would mean to the agency (i.e. such as increase their billings by 7%, etc.).

From these documents, two or three agencies will be invited for a chemistry check. 

After this check, a winning agency will be selected. 

The timing is for a September 2019 launch of the test, so all pitches are to be submitted for this project by 10 May 2019.

Minimum Agency Requirements:

• Attach at least 3 projects individually valued at $5 Million USD+
• Minimum 100+ employees
• Record of 3 projects in the USA
• Full-service Digital Agency