GM OLA | 2012

GM OLA | 2012

One of the huge advantages of being a part of the Aegis network was the ability to be at the table for contracts of scale, such as the GM in-market OLA work.

Previously held by StarComm, the media contract went to Carat in 2012. As a result, Isobar was the natural choice to take over for Digitas (owned by StarComm) on the creative front, handling over 1700+ banners for in-market media placements such as Edmunds.com, Cars.com, et al.

In a matter of days, myself and Dan Beder (our managing director in Boston at the time) had assembled a team of rockstars in Detroit and placed them in an office adjacent to Carat’s. That team proceeded to crank through the work, delivering engagement that exceeded expectations, as well as our predecessors benchmarks (27% increase in click-through).

Consequently, the stream of in-market OLA grew even larger in 2013 as did our opportunities to sell in additional types of work, such as POVs on in-dash technology (powered by Leap), and a new landing page strategy akin to the groundbreaking work I did for Bose back in 2001-2002.

Our advertisements were contextually aware and triggered based on search terms and visitation history on a given in-market website.

Our advertisements were contextually aware and triggered based on search terms and visitation history on a given in-market website.

 

This is another example of an Acadia banner, with a different emphasis than the one shown above. Based on search terms made while shopping for a new truck, or in an A/B test, a user might see this execution instead.

This is another example of an Acadia banner, with a different emphasis than the one shown above. Based on search terms made while shopping for a new truck, or in an A/B test, a user might see this execution instead.

 

Another Silverado in-market ad, also designed for the Amazon masthead slot.

Another Silverado in-market ad, also designed for the Amazon masthead slot.

 

Silverado in-market ad, designed for the Amazon masthead slot.

Silverado in-market ad, designed for the Amazon masthead slot.

 

  • Credits: ECD: Max Fresen; ACD: Brian Brannigan; Art Direction: Nick Najawicz, Kevin Osborn; Copy: Drew Sawmiller, Gabe Guido