Title | VOLKSWAGEN CHALLENGE |
Brand | VOLKSWAGEN HONG KONG |
Product / Service | CAR MANUFACTURER |
Category | B02. Consumer Products |
Entrant | DDB WORLDWIDE Hong Kong, HONG KONG |
Entrant Company: | DDB WORLDWIDE Hong Kong, HONG KONG |
Advertising Agency: | DDB WORLDWIDE Hong Kong, HONG KONG |
Media Agency: | OMD HONG KONG, HONG KONG |
Credits |
Name | Company | Position |
---|---|---|
Kevin Chiu | DDB Worldwide | Creative Director |
Tammy Foo | DDB Worldwide | Senior Copywriter |
Joe Lai | DDB Worldwide | Art Director |
On Yee Lok | DDB Worldwide | Senior Designer |
Cy Tang | DDB Worldwide | Senior Programmer |
Ruth Lee | DDB Worldwide | Chief Creative Officer |
Jeffry Gamble | DDB Worldwide | Executive Creative Director |
Franlkie Fung | DDB Worldwide | Associate Creative Director |
Kym Ma | DDB Worldwide | Art Director |
Almost 8,000 unique participants and lively internet buzz show that we actively involved people with the Volkswagen brand. And, crucially, we managed to link it with the things that Hong Kong loves.
Users first competed online in 4 engaging mini-games. Games that were not only fun, but highlighted the key features of several Volkswagen models. With over 4,000 serious players, competition for the 60 top qualifying spots was intense. The final challenge was a showdown on the streets of Hong Kong. Our unmissable racing station in the city¹s busiest pedestrian area broadcast the challenge as it was being played. We encouraged passers-by to send a simple SMS to give their favourite car or driver a vital speed boost, so that they could feel part of the brand experience too.
Hong Kong people have two great loves: racing, and mobile phones. We wanted to create a third: Volkswagen. So we developed a crazy game to bring all three together, and we called it the Volkswagen Challenge.