Car Configurator for Instagram Stories

When you take the idea to the audience, rather than expecting the audience to come to you, you get bigger, better results.

Innocean realised that social audiences loved to play with the car configurator, but only a fraction of Instagram’s 400million users would ever visit Genesis’ website to experience it. So they created the world’s first configurator-lite to sit natively within Instagram Stories.

The user configures a car by clicking poll options. Each decision links via a ‘tap for tags’ call to action, to a new Instagram page where more options can be chosen. A bio UTM redirects to the website where the configuration can be completed online. The campaign received 7.9million impressions, 2.5 million clicks and a 1,570% CTR uplift. It won a Webby and was shortlisted for a Shorty.