I’m Ercole Egizi,
My entire career I’ve been trying to help clients and agencies understand the importance of being brave.
Background:
The AMG Driving Academy (ADA) is a driving school for car enthusiasts willing to improve their skills. It offers a unique experience with the AMG brand and its automobiles, on one of the most contemporary racetracks of the world: Yas Marina Circuit. Under the guidance of professional instructors, it’s a high-speed, gut-twisting, adrenaline-packed driving adventure like no other.
Objectives:
Launch the Academy in the region. • Achieve registration typically to generate leads.
Strategy: To get the information through to the target audience, we had to make it entertaining. The key element shared by both the target and the service is the driving passion so this is where we started.
The Campaign:
– Website: click on the car to make it race along the track. It stops on several key points of the circuit (difficult turns, etc.), delivering information about the ADA, ending up with a call-to-action to register.
– Mobile site: the animation having been built in Flash, we couldn’t reproduce the same experience on mobile, yet we did tick the content boxes and delivered the information.
– Banners: we used a corky line to draw attention, based on the ADA’s purpose to improve your driving skills
– Mobile app + Crossmedia AR Game (Print+Devices App)
