Effie-Winning Campaign by Insomnia
Insomnia’s Opel Service 4+ image campaign won a Hungarian silver Effie in the Durable Goods category on Friday, October 14. The Effie Award is one of the most prestigious recognitions in the advertising business.
The aim of the winning campaign was to emphasize the main advantage of Opel Service 4+ Program: it is a specially priced service and maintenance program for older cars. In the TV and radio ad Insomnia substituted a 4-year-old boy for a 4-year-old car in order to show what a neglected, older car could feel in a kind, emotional and sometimes gut-wrenching way.
The agency’s task was to persuade the owners of such older cars to choose authorized Opel Dealers instead of giving the business to unreliable “corner garages”.
Insomnia’s award-winning work is unique in many respects:
- Opel has not shot a TV commercial in Hungary since the mid-90s.
- It was a car commercial which did not show a car
- It is so successful that the adaptation of the campaign has begun to show it in several countries of the region.
- The campaign generated impressive statistics for Opel Dealers: The rate of awareness has increased by 21% and business grew by 28% after its airing..
About Effie Awards
The Effie Awards was founded in 1968 by the American Marketing Association, New York Chapter, as an awards program to recognize the most effective advertising efforts in the United States each year.
Since 1968, and particularly in the past five years, Effie has become a source of learning through conferences, judging discussion and briefs providing opportunities for insight into effective marketing communications.
Effie Worldwide exists to provide information regarding effectiveness and results in marketing communications. Its main priority is to educate and share with the industry (and all interested parties) its wisdom and definition of effectiveness by spotlighting great ideas that work and encouraging thoughtful dialogue about the ever-changing world of marketing communications. The Effie network has teamed up with some of the top research and media organizations worldwide to bring its audience the most relevant and first-class insights into effective marketing strategy. This has taken shape in webinars, white papers, global conferences, winners showcases and more.