Opel Turns YouTube Views into a Car-Buying Currency
JWT Amsterdam helps people pay for a new car using YouTube views.
)
Credits
powered by
- Agency JWT Amsterdam
-
-
-
-
Unlock full credits and more with a Source + shots membership.
Credits
powered by
- Agency JWT Amsterdam
- Editor Karim Jobe
- Agency Producer Chariva Geurts
- Creative Michael Jansen
- Director Huub Lensvelt
- Producer Friso de Ronden
- Producer Sytse Kuilman
- Creative Director Maarten Vrouwes
- Creative Director Friso Ludenhoff
- Creative Partner Bas Korsten
- DIGITAL PRODUCER
- SENIOR CONCEPT PRODUCER
Credits
powered by
- Agency JWT Amsterdam
- Editor Karim Jobe
- Agency Producer Chariva Geurts
- Creative Michael Jansen
- Director Huub Lensvelt
- Producer Friso de Ronden
- Producer Sytse Kuilman
- Creative Director Maarten Vrouwes
- Creative Director Friso Ludenhoff
- Creative Partner Bas Korsten
- DIGITAL PRODUCER
- SENIOR CONCEPT PRODUCER
When it comes to the web it's generally the case that it’s all about views. Views are, in many cases quite literally, worth money. With that in mind JWT Amsterdam and Opel decided to take it one step further by turning views into a viable currency.
They asked people in the Netherlands to film their Opel test drive, upload it onto YouTube and then promote their video heavily. If they got a certain amount of views, they could then use them to buy a brand new Opel Online Edition model.
The agency collaborated with YouTube to calculate the amount of views needed to buy a car by finding out how many views equates a valuable level of exposure for the brand [the calculation is the price of the car model multiplied by 40. Which gives one YouTube view the value of €0.025]. It was hard but not completely unreachable for people to achieve.
Using this calculation, it takes 589,900 views to ‘buy’ the KARL ROCKS Online Edition; 739,600 to ‘buy’ the Corsa Online Edition, and 922,800 to ‘buy’ the Astra Online Edition.
Dutchman Yuri Schuurkes was the very first person in the world to buy a car with YouTube views when he drove away with a brand new Opel Astra after his test drive film racked up an astonishing 4.1 million views.
“We’re part of the oldest network in the world, but we’re always looking to the future, searching for ways to give the brands we work with an edge on their competition," explains Bas Korsten, creative partner at J. Walter Thompson Amsterdam. "In this case we’ve created a new digital currency, giving our client a whole new way to sell their products.”
The campaign has been so successful in the Netherlands that Opel is looking to roll it out across Europe.
Connections
powered by
- Agency JWT Amsterdam
- Production Doogle, Amsterdam
- Creative Michael Jansen
- Creative Director Maarten Vrouwes
- Creative Director Friso Ludenhoff
- Creative Partner Bas Korsten
- Director Huub Lensvelt
- DIGITAL PRODUCER Reinier Slothouber
- SENIOR CONCEPT PRODUCER Andreas Moeller
Unlock this information and more with a Source membership.
