Vauxhall launched the all new Mokka and Mokka-e in November 2020, and traditionally these product launches would be face-to-face events for the manufacturer and the dealer network, providing product orientation, brand and competitor analysis, test drives and an exciting reveal.
The audience numbers were around the 700 mark year to year but in 2020, Vauxhall needed an alternative solution.
New product – new experience
We 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, we helped bring the all new Mokka and Mokka e to life.
Through safe and secure procedures for presenters and crew alike we captured product films , and securely through a limited risk production to ensure we met the deadlines and achieved and exceeded the objectives.
Av. experience rating
Live broadcast experience
Using a secure webcasting platform, we broadcast a pre-recorded film, coupled with a live Q&A, to the entire dealer network – exponentially increasing audience size and reach. Engagement tracked through the platform shows that 83% of the audience watched for the entire duration of the live broadcast.
Distilling the core content into a broadcast friendly format and length, we also designed 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.
This approach delivered high feedback scores for each of the key messages, with an average score across all messages of 9.2/10. In addition, retailers commented, “Pure, bold, exciting, electric, future”, and “The new Mokka electric will be a massive seller”.
Thank you for everything you have done to make this launch – our first major digital event – a success
The live broadcast was watched by over 1,000 network investors, employees and sales partners, doubling the previous audience size for product launches.
- Registration uptake increase of 17% compared to 2019
- Audience size increase of 11% compared to 2019
- Budget saving of 75% on F2F activity
- 82% rated the experience 9/10 or more
The consumer VIP previews continue to deliver on-demand, amassing 000’s of unique views to date, and massively improving ROI and influencing conversion to sales.
Retailers commented “Best online experience I’ve seen from Vauxhall” and “Different and enjoyable, and saved a drive to Brighton.” Proving the digital experience is very much a benefit to many.
"Thank you for a splendid collaboration that I consider perfectly executed”
This project has since been shortlisted for a Digital Event Award for Best Product Launch in recognition of the ability to deliver a better experience, to a bigger audience, with less investment.