VW – TURNING SCIROCCO INTO A FAST AND FURIOUS ACTION STAR

TitleVW – TURNING SCIROCCO INTO A FAST AND FURIOUS ACTION STAR
ClientVOLKSWAGEN
Product/ServiceVW SCIROCCO AND FAST & FURIOUS 6
CategoryA03. Best Brand or Product Integration into a Feature Film, Existing TV Show and/or Series
EntrantMEDIACOM Seoul, SOUTH KOREA
Entrant Company MEDIACOM Seoul, SOUTH KOREA
Contributing Company 2 MEDIACOM Seoul, SOUTH KOREA
Contributing Company CJ E&M Seoul, SOUTH KOREA

The Campaign

South Korea is the highly local & domestic driven market. KOBAKO(Korea Broadcasting Advertising Corporation) has been monopolizing ad inventory almost 30 years and the only media representative for selling Terrestrial TV and Radio airtime on behalf of station since 1981. They have no rate negotiation / No in-program commercial breads / No Advertorial type of ad / No in-programing opportunities / fairness to every advertiser. But Cable TV is sold by individual channels not like terrestrial TV, so Cable TV is more flexible in various execution than Terrestrial TV. In-program commercials such as Branded contents and Entertainment are allowed as kind of a media alliance marketing in Korea.

Results

VW – Turning Scirocco into a Fast and Furious action star Revving the engine VW’s cars have always been considered dependable brands within Asia but the Scirocco had something special that other VW models didn't: the DNA of a racing machine. We needed to reposition the Scirocco as a ‘Hot Hatch’ amongst South Korean men. Simultaneously we were working on the launch Fast and the Furious 6 with our client Universal Pictures. We saw an opportunity to bring both parties together to create a powerful partnership. Putting the pedal to the metal We identified Top Gear as the perfect platform for this partnership. Like Fast and Furious, it has a cult following and a very similar focus – driving cars, fast! We went beyond the usual interviews and test-drives seen on Top Gear and developed a short film which saw Vin Diesel as a hardened criminal being pursued by our hero, the Scirocco, in a high-speed chase. Our cross-client branded entertainment solution made the Sirocco an action star and ensured audiences flocked to see Fast and Furious 6.

Growing cable with better contents power : 87% household have access to Cable TV and they are increasing its power making success with their own program; Superstar K, Tasty Road(Gourmet) or localized global TV shows as Korean version ; Top Gear Korea, Master Chef Korea etc. Top Gear Korea is the most relevant TV show where Branded Entertainment playing well for Volkswagen and Fast & Furious 6. In the program, MediCom made a special episode to be enthusiastic our target audiences.

Crossing the finishing line - 300 test drives of the Sirocco in one month - 33% uplift in sales for VW vs. the previous year - Footfall into VW showrooms increased 17% in 1 month - More than 20 articles Published in one week creating additional value of more than $150,000 - Viewership doubled for this special Top Gear episode - F&F 6 was number top of the box office with 1.8 million tickets sold

Credits

Name Company Position
Seo K Cj E/M Sr. Analyst
Jieun Hwang Mediacom Media Manager
Hyrim Park Mediacom Media Manager
Hyungu Ham Mediacom Media Manager
Yonghyun Cho Mediacom Associate Media Director