EYES ON THE ROAD

TitleEYES ON THE ROAD
BrandVOLKSWAGEN
Product / ServiceVOLKSWAGEN
CategoryB01. Corporate Image & Information
EntrantOGILVYONE BEIJING, CHINA
Entrant Company OGILVYONE BEIJING, CHINA
Advertising Agency OGILVYONE BEIJING, CHINA

Credits

Name Company Position
Graham Fink Ogilvy Beijing Chief Creative Officer
Doug Schiff Ogilvy Beijing Executive Creative Director
Kama Yu/Wang Daqing Ogilvy Beijing Creative Directors
Zhang Minsheng/Zhou Xufeng/Morris Ku Ogilvy Beijing Art Directors
Song Lei/Doug Schiff Ogilvy Beijing Copywriters
Morris Ku/Rita Yang Ogilvy Beijing Agency Producers
Guo Yu Ogilvy Beijing 3d Design Lead
Sun Zhang/Wan Xing/Lin Wanqiu Ogilvy Beijing 3d Designers
Eggtart Chow Answermark Limited Director
Andy Chow Answermark Limited Art Director
Avis Or Answermark Limited Producer
Ng Kai Ho/Gloria Cheung/Sam Yip Answermark Limited Assistant Directors
Alfred Pong/Jovi Lee/Alan Yip Answermark Limited Dop
Kk Chau Answermark Limited Sound Effect And Mixing
Irene Ng Answermark Limited Production Assistant
Eggtart Chow Answermark Limited Editor
Jovi Lee Answermark Limited Post Production

The Brief

As many car brands are realizing the dangers of sending and receiving texts while driving, VW wanted to communicate its dangers. But in keeping with the irreverent and fresh nature of the brand, VW wanted an execution that would feel different and unexpected.

Creative Execution

The strength of the piece was the viewer was in on a kind of stunt, but that when the surprise hit the audience within the theatre, the viewer of the viral was equally effected. The use of a location-based broadcaster also gave the theatre experience heightened originality. As VW strives to be fresh, fun and unexpected, this execution did fit the brand feel very well.

Describe the creative solution to the brief/objective.

The biggest challenge was to try to engage a lot of people, get their attention and make a memorable impression. And do so on a very small budget. The idea of doing a stunt and having it go viral, met the objectives, but we decided the stunt should be a real as possible, and not have it feel like a promotional viral from VW, but something that at least feels more grass roots but with the same direct impact when a viewer sees it.

Results

"Eyes on the Road" garnered 27 million views in just 2 months after launching, making it become the world's top auto viral during the months of June and July, and gaining a earned media value of over US$4.5 million. In addition, a quote quote from the client, VW marketing director, Helen Wu: "I've seen quite a few safety communication pieces for Volkswagen around the world, but this was the most immersive messaging on the subject I've ever seen."