Orio

How a car ad became a viral brand campaign

The challenge

Saab Automobile Parts changed its name to Orio AB in 2013 and at the same time broadened its offering to include both Saab original parts and spare parts for many other car brands. As a new brand in a competitive industry, the challenge is to increase awareness of the company and the sale of spare parts.

The solution

A car ad online, where the owner saws his car into pieces in a humorous manner, became a click bomb. This got Orio smiling as they took up the challenge – the company decided to restore the vehicle to as close to its original condition as possible.

Based on Orio’s idea, Spoon created the campaign ‘Stay Original’ for Orio’s own social media channels, particularly Facebook. The content was a mixture of moving image material from the renovation, interviews and slideshows that drove traffic to the campaign page orio.com/stayoriginal and the webshop for Saab Genuine Parts. For the finale, a film was completed with a major twist at the end.

The campaign aimed to:
• Increase brand awareness of Orio and Saab Genuine Parts
• Engage people in social media and increase the number of followers
• Convey the message that it is safe to drive a Saab and that there are genuine spare parts available
• Direct traffic to orio.com and the webshop

The result

• During the campaign, traffic to Orio’s site increased by almost 1,700 per cent.
• The number of followers of Orio’s Facebook page increased by over 130 per cent.
• The moving image material has generated over half a million views during and after the campaign period.
• The campaign and the final film received huge media exposure in daily newspapers and the industry press.

pearl-awards_2016-goldThis campaign won Gold in Most Innovative Content Solution at Pearl Awards 2016.

2016bronze-1

This campaign won Bronze in Best Automotive at Pearl Awards 2016.

1,700%

Traffic to Orio’s site increased by almost 1700 per cent.

130%

The number of followers of Orio’s Facebook page increased by over 130 per cent.

500,000

The moving image material has generated over half a million views during and after the campaign period.

orio
Orio is the exclusive supplier of Saab Original Parts. We offer smart and competitive solutions, including world-class logistics and superb engineering know-how.

Want to know more about the case?

Petra Bagge would love to tell you more.
+46 76 525 19 65 or petra.bagge@spoon.se