Title | EYES ON THE ROAD |
Brand | VOLKSWAGEN |
Product / Service | VOLKSWAGEN |
Category | A01. Use of promotional stunts/live advertising/live shows/concerts & festivals |
Entrant | OGILVYONE BEIJING, CHINA |
Entrant Company | OGILVYONE BEIJING, CHINA |
Advertising Agency | OGILVYONE BEIJING, CHINA |
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 |
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 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.
"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."
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.