Results and Effectiveness

"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."

Creative Execution

An unsuspecting audience came into the theatre. After the lights went down, a trailer began. From a driver's point of view, the audience saw a car passing along a scenic road. After a little time, long enough for the audience to wonder what was going on, a location-based SMS broadcaster, in the projector booth, delivered a message to all those in the theatre. With nearly all looking down at the mobiles, the car on screen ran off the road and crashed into a steel pole. Safety messages about mobile use while driving were then seen.

Insights, Strategy and the Idea

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. The youth target is very familiar with the brand and generally have a warm feeling. The unique insight was these kind of road safety messages are usually not noticed or paid attention to. So this idea was made in a way that the target wouldn't soon forget.