At a tough time for the car industry, Opel briefed us to help launch their superb new model, the Insignia. Our mission was to use the months leading up to the launch to build excitement about the Insignia and, more specifically, a database of people who were genuinely interested in buying one. Opel would then send this database to the local dealerships to use as leads.

We knew that nothing turns people on more that a small glimpse of something sexy. So we use a variety of media to drip release information in order to entice and tease potential buyers.

At the core was a fast-changing website where people could view limited information, with a VIP area when people who wanted exclusive content could sign up. They'd also receive updates and alerts about new items on the site.

We kick-started interest with an email campaign, mobile marketing and very relevant competitions (London Motor Show, Top Gear Live etc) – where we filmed the winners for content for the site for others to view.

Over the course of the campaign we created 15 videos, posted multiple articles, ran three competitions and achieved 115,000 page views. At time of the Insignia launch we were able to invite over 6,500 highly interested people to their local dealerships to see the car, and hundreds of them attended the events.

The campaign proved so successful that the site was moved into phase two with a focus on showing off the car and booking test drives, with a viral video developed to support it.