Wallbox
#SuperchargedSeth
TV Spot (Full)
THE CHALLENGE
Introduce Wallbox, a lesser known start-up that makes wall chargers for EVs, in a developing category in just 15 seconds
on the biggest day for American TV: Super Bowl Sunday.
THE CAMPAIGN
We needed something shocking to electrify Super Bowl LVI. A true David and Goliath story.
So, we found Seth, a lightning strike survior. And got him to face his biggest fear: electricity.
The odds of getting struck by lightning are 1 in 500,000. With Seth’s luck, we knew we’d create an electrifying campaign.
With only 15 seconds to make an impression on the big screen, our real impact was made on smaller screens.
We set up a war room and executed a plan to supercharge our real time communication, run an ongoing sweepstakes, and electric social content with lightning quick turnaround times that would create a surge in engagement for the brand.
We executed the campaign in three phases to amplify the 15 second TV spot.
Phase 1: Pre-Game
Introducing our real hero and his aversion to electricity becasue of his lightning strike experience.
Could we possibly empower him to change his mind about going electric? Fans would find out at the Super Bowl.
Phase 2: Game Day
We positioned Wallbox as a powerful solution by tapping into multiple moments through Game Day.
We owned themes around “power”, “electric”, and “charging up” to speak to the game while giving a nod to Wallbox RTBs.
As luck would have it, 6 out of 7 auto ads during Super Bowl featured a plug-in vehicle,
and presented an opportunity for Wallbox to come in hot.
We had 100+ real-time tweets throughout the game, took credit for charging other EV spots, tackled trolls and generated so much excitement that we had a power trip and crashed the brand website.
The Sweepstakes: An Ad Hijack that encouraged fans to turn any commercial into one for Wallbox.
Seth’s story in 3 frames.
Positioning Seth as the perfect supporting act for Eminem during the halftime show.
Turning negative energy into positively charged comments.
Phase 3: Beyond the Game
We highlighted the benefits of Wallbox chargers, and encouraged people to make the switch to electric.
If a person struck by lightning can be empowered to embrace the electric because it’s easier, cost-effective,
and better for the environment, so can you.
Publishing juicy gossip about our celebrity, Seth.
RESULTS
354 Brand Posts
2.5 Million Impressions
591 1:1 Messages: