Presentation given at the first Greek Blogger Camp, at Ios on June 3rd, 2007. Presented by Panos Sambrakos, of OgilvyOne Worldwide -- Athens, this is a case study of a web 2.0, blogging campaign done in Greece for the launch of the new Toyota Auris. It concerns the challenges being met by marketing managers in today's "consumer in control" era, and a way to approach this change.
24. We built a blog at www.aurisblog.gr and invited
Greek bloggers to test-drive Auris for a week.
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25. They would post their findings on their respective blogs,
and all the content would be collected at the Auris blog.
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26. We also held a contest for the general public, supporting it
with a banner campaign… “Test-drive Auris and win a
weekend in Greece with the Auris at your disposal”
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27. And we listened… To the blog posts and to the
comments. We censored nothing. Good or bad.
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28. We listened. People’s voice was louder than ever.
• 15 bloggers drove the car after a careful selection
process out of the 85 that requested it.
• 55 posts were written. Most with photos and videos.
• 175 comments were posted at the Auris blog, and more
at the participating blogs.
• 41.000 unique visitors came at the Auris blog, for a total
of 52.000 visits.
• 2.000 test-drive requests were submitted by the general
public. 50% of all the test-drive requests received through
all other channels. (Phone, in-store, events &
promotions).
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29. Because… quot;When you are close to who you are
talking to, there is no need to shoutquot;
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30. Thank you very much!
panos.sambrakos@ogilvy.com
Blogging at www.panos.gr
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