Case Film

Presentation Board

Title	EYES ON THE ROAD
Client	VOLKSWAGEN
Product / Service	VOLKSWAGEN
Category	A06. Use of Special Events And Stunt/Live Advertising
Entrant	OGILVYONE BEIJING, CHINA
Entrant Company	OGILVYONE BEIJING, CHINA
Advertising Agency	OGILVYONE BEIJING, CHINA
Media Agency	HHMEDIA Guangzhou, 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

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.