Product / ServiceSCIROCCO
CategoryA05. Best Use of Print or Standard Outdoor in a Promotional Campaign
Sales Promotion/Advertising Agency:OGILVY BEIJING, CHINA

The Brief

As the Scirocco Cup Professional Racing Circuit was coming to China, VW wanted to build excitement for the events, and also use the events to leverage their 2010 Scirocco.

Describe how the promotion developed from concept to implementation

Since few people from their target were able to attend the races (or even see them on TV as they were not televised) VW wanted to bring the excitement of the racing experience to people. A flap/insert on the outside of magazines led the reader to a print ad about the event. The flap turned out to be a racing wheel to be used in the Scirocco Cup 2010 Augmented Reality race that was as near as their computer. The instant racers chose from the 7 tracks that the professional Scirocco Cup races would take place on around the country.

Describe the success of the promotion with both client and consumer including some quantifiable results

From these insertions came over 900,000 page views, over 200,000 unique visitors and over 50,000 virtually racing on the Scirocco Cup tracks. In addition, huge buzz over the racing game turned into over 52,000 registering for the Scirocco Camp which was a few more than VW could accommodate, but enthusiasm for the race and the Scirocco itself had been attained. Over 7% of the virtual racers signed up for test drives making 2010 VW's best year ever for Scirocco sales.

Explain why the method of promotion was most relevant to the product or service

Since Scirocco is really a product that attracts young trendsetter and car enthusiasts with a love for modern technology, this creative execution engaged them on multiple levels: speed, competition, new gadgetry, and as an adrenaline-pumping experience, either alone or with friends. For VW, it supported (and leveraged) the fun, active, tech-advanced attributes which are so important to the brand.


Name Company Position
Doug Schiff Ogilvy Beijing Executive Creative Director
Gina Sim Ogilvy Beijing Creative Director
Robin Hu Ogilvy Beijing Art Director
Sam Sun Ogilvy Beijing Copywriter
Wang Daqing, Zhuang Yu Ogilvy Beijing Agency Producers
Wendy Zhang, Michael Meng, Echo Kong, Tracy Chen Ogilvy Beijing Account Team
Sascha Engel, Rita Yang Ogilvy Beijing Innovation Strategy Team