Early twenty-somethings don't dream about getting their first car anymore. They do dream about the release of the next iPhone. So how do we sell them a car? Sell them The Ultimate Mobile Device instead.
We designed mysterious packaging, put out teaser ads, and watched as theories grew online. Then we ‘unboxed’ the Spark, revealing it to be a cool little tech-filled car.
Tech celebrities helped us unbox the Spark.
And my favourite part; we partnered with Best Buy to put the Spark where people already went for their new gadgets.
After the unboxing, we immediately flipped our ads from this...
...to this.
And who doesn't love cracking open the box of a new phone? So we sent Spark buyers home with their keys in packaging that gave them that same feeling.
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Promo Awards
GOLD - Best Activity Generating Brand Volume
SILVER - Best Insight/Strategy
BRONZE - Best Launch
Effies
SILVER - Brand Experience
SILVER - Automotive
Canadian Marketing Awards
GOLD - Advertising
GOLD - Digital
SILVER - Experiential & Innovative Media
BRONZE - Integrated
The Strategy Awards
BRONZE - Launch Strategy
🤝
Copywriting: Bill Schaffer
Art Direction: Justin Turco