ORA

The Objective

Raising Awareness and Driving Traffic and sales for ORA Electric Cars Sales Events

ORA, an electric car brand (launched in Israel February 2023 by Colmobil LTD) sought to increase brand awareness and drive traffic to its showroom sales events. The campaign was inspired by the unexpected comparison between ORA's sleek car designs and SMEG’s iconic luxury kettles, highlighting an opportunity to connect two distinct yet design-driven worlds.

The campaign targeted women aged 35 and above who appreciate style, uniqueness, and innovation, as well as young women from more affluent backgrounds. In general, Colmobil focuses on a more mature audience with disposable income, as the ORA is a premium product that’s better suited for those seeking exclusivity and quality.

The challenge was amplified by ORA’s bold decision to allocate the entire campaign budget to digital—a rare approach in Israel’s automotive industry.

The Solution

Maximizing Creators, Brand Partnerships, and Premium Ad Placements

To meet its objectives, ORA partnered with TikTok and the advertising agency Adler Chomski & Warshavsky and the Digital agency INTERACTION to create an innovative campaign featuring:

1. Strategic Creator Collaboration:

Partnered with Shahar Hayun, a popular creator who resonated with ORA’s target audience. Her endorsement of both ORA and SMEG added a lifestyle element, making the campaign more relatable and aspirational.

2. Cross-Brand Partnership:

Collaborated with SMEG, a premium kitchen appliance brand, to emphasize shared values of design excellence and quality. This unique collaboration bridged the gap between functional and aesthetic-driven industries, enhancing brand perception. Exclusive discounts for ORA buyers further incentivized action.

3. Timing and Momentum:

Launched in two waves—one to build excitement before the sales events and another during the events to maintain momentum.

4. Premium Placements:

Leveraged TikTok’s TopView and TopFeed ad placements to achieve maximum visibility and engagement with the audience.

The Results

Electrifying Sales Performance

TikTok delivered exceptional results for ORA’s campaign:

• 713% Higher CTR: A remarkable increase, surpassing industry benchmarks.

• 61% Higher VTR: Video view rates significantly outperformed automotive vertical standards.

• 14% Increase in Vehicle Deliveries: Compared to ORA’s previous campaign in March 2024, which utilized both online and offline budgets.

• Car purchase : 1 confirmed car sale—an impressive feat for a high-investment product.

ORA Electric Cars TikTok campaign was a resounding success, driving engagement, awareness, and sales. By leveraging premium ad placements, creator collaborations, and a unique brand partnership, ORA proved that a digital-first approach can deliver real business impact.