The Drum Awards Festival - Extended Deadline

-d -h -min -sec

Agency: Isobar
Client: Buick
Date: Sep 2018
Your Vote
Overall Rating
Opps, please vote again
7 votes

Global digital agency, Isobar, recently teamed with Buick for a campaign utilizing Google’s advertising beta tool, Director Mix. The agency states that Buick is the first US automaker to utilize the tool in a comprehensive national campaign.

The campaign is comprised of more than 30 dynamic 15-second pre-roll ads born out of core creative to capture in-market shoppers’ attention.

Isobar was responsible for developing the audience strategy, content mapping and creative concepting in order to execute the campaign supporting the Regal Sportback, Regal GS and Regal TourX nameplates. The pre-roll ads reinforce key features and benefits of the three Regal nameplates and look to be a factor in shopper conversion, with the goal of reaching specific in-market audience segments and shoppers with contextual custom video messaging that is catered to them and the content they are watching.

Google Director Mix allowed Isobar to create dynamic pre-roll ads at scale from a base creative without having to produce multiple video campaigns. Because of their ability to scale, these ads allow for a higher level of personalization and engagement.


Executive Creative Director: Zach Debord

Art Director: Cassandra Dykla

Copywriters: Phil DeAngelis, Paolina Barker

Strategy: Iliana Radneva

Producer: Rachel Rodriguez

Project Manager: Tami Miller (Engagement Director)

Account Executive(s): Ken Zendel (Director), Phillip Gross (Lead)