Title | IMPRESSIVE ALMOST ANYWHERE |
Brand | VOLKSWAGEN |
Product / Service | GOLF |
Category | A03. Storytelling |
Entrant | DDB Sydney, AUSTRALIA |
Entrant Company | DDB Sydney, AUSTRALIA |
Advertising Agency | DDB Sydney, AUSTRALIA |
Media Agency | MEDIACOM Sydney, AUSTRALIA |
Production Company | ROBBER'S DOG Sydney, AUSTRALIA |
Production Company 2 | THE EDITORS Sydney, AUSTRALIA |
Production Company 3 | WE LOVE JAM Sydney, AUSTRALIA |
Name | Company | Position |
---|---|---|
Toby Talbot | DDB Sydney | Chief Creative Officer |
Cam Hoelter | DDB Sydney | Deputy Executive Creative Director |
Matt Chandler | DDB Sydney | Senior Creative |
Ben Pearce | DDB Sydney | Senior Creative |
Amanda Wheeler | DDB Sydney | Managing Partner |
Sam Payne | DDB Sydney | Strategy Director |
Caroline David | DDB Sydney | Senior Producer |
Harriet Burton Taylor | DDB Sydney | TV Producer |
Robert Crispe | DDB Sydney | Content Director/ Editor |
Carla Hizon | DDB Sydney | Business Director |
Shaun O'Connor | DDB Sydney | Creative Technology Director |
Pete Galmes | DDB Sydney | Creative Director |
Sam Peacocke | Robber's Dog | Director |
Loren Bradley/ Mark Foster | Robber's Dog | Executive Producer |
George Mackenzie | Robber's Dog | Managing Director |
David Whittaker | The Editors | Editor |
Nicoletta Rousianos | The Editors | Post Producer |
Billy Wychgel | The Editors | Colourist |
Hylton Mowday | We Love Jam | Music Composition |
Andrew Stevenson | We Love Jam | Sound Design/ Managing Partner |
Dominic Bartolo | DDB Sydney | Designer |
We took it to Blinman, a small town with no corners, no rain and no need to reverse park. We then asked real locals to take our Golf for test drives and filmed the results. The test drives were then turned into a series of online films for facebook called The Tough Sell.
The campaign has been in market for six weeks, which is only a fraction of the campaign duration but early results are very positive. We’ve managed to reach the same size audience we would with TV, but done it with close to 1/5 of the spend. Of the people we reached, we’ve achieved six times the normal shift in message association we would expect from TV, changing the attitudes of potential customers. We’ve also seen in an ongoing Nielsen tracking study a ten-point lift in recall, and two-point lift in ‘associated with advanced technologies’, which outperforms any TV campaign we’ve run in the past five years.
The Volkswagen Golf is full of advanced features perfect for city driving. Which is great if you need them, but what if you don’t? To educate people in the city about the Golf’s new features, Volkswagen decided to put it through the ultimate torture test: sell the Golf in a remote Australian town with zero use for its features.