The internationally acclaimed book, “Headhunters”, is a crime thriller with cars and GPS-tracking as recurring themes. So when Nordisk Film released the feature movie, it was only natural that we made a campaign using those main elements. We joined forces with Lexus, one of the sponsors of the movie, and our campaign was a launch of their new model, CT200h, as well as launching the movie.
The car chase
We placed 5 Lexus cars in the 5 largest towns in Norway, and we put the cars’ key in an mobile app. Locate the car using the GPS map, and if you’re the first to unlock it, it can be yours for one year. The car was located somewhere within a red circle on the map, and 2 times each day we gave the users a small puzzle related to the Headhunters story. For each solved puzzle the red circle would get smaller, thus making it easier to find the car.This resulted in people running around in Norway, and attempting to unlock every Lexus they could find.
In the two weeks campaign period, the iPhone and Android apps were downloaded more than 9000 times and 29.000 attempts were made to unlock a Lexus with the app key. “Headhunters” was Norway’s second most successful movie launch ever – and was seen by almost as many Norwegians as the final Harry Potter movie. Lexus dramatically increased their total sales in 2011 – in fact by nearly 300%
- 9.200 app downloads
- 28.800 attempts to unlock the car
- 40.000 unique visitors at the campaign site
- "Headhunters" had the second best opening ever for a Norwegian movie
- Lexus increased their sales by nearly 300% in 2011