Gold Spike

Case Film

Presentation Board

Product / ServiceVOLKSWAGEN
CategoryA03. Targeted Ambient Media: Small Scale
Entrant Company COLENSO BBDO Auckland, NEW ZEALAND
Advertising Agency COLENSO BBDO Auckland, NEW ZEALAND
Production Company FINCH Auckland, NEW ZEALAND


Name Company Position
Nick Worthington Colenso BBDO/Proximity New Zealand Creative Chairman
Levi Slavin Colenso BBDO/Proximity New Zealand Creative Director
Aaron Turk Colenso BBDO/Proximity New Zealand Head of Digital Creative
Scott Coldham Colenso BBDO/Proximity New Zealand General Manager
Krystel Houghton Colenso BBDO/Proximity New Zealand Business Director
Andy McLeish Colenso BBDO/Proximity New Zealand Head Of Planning
Mike Davison Colenso BBDO/Proximity New Zealand Head of Art
Reks Kok Colenso BBDO/Proximity New Zealand Retoucher
Natasha Gill Colenso BBDO/Proximity New Zealand Senior TV Producer
Sheriden Derby Colenso BBDO/Proximity New Zealand Producer
Tim Freeman Colenso BBDO/Proximity New Zealand Executive Digital Producer
Robbie Boyd Colenso BBDO/Proximity New Zealand Digital Developer
Steven Boniface Steven Boniface Photographer
Angela Spain FCB Media PR & Activation
Tom Ruddenklau Volkswagen General Manager
Ben Montgomery Volkswagen National Marketing Manager
Jake Tobin Volkswagen Senior Brand Manager
Michael Hilliard Finch Executive Producer
Jimena Murray / Amy Dymond Finch Producer
Luke Bouchier Finch Director

The Brief

In this campaign, we set out to engineer safer Volkswagen drivers. The Reduce Speed Dial is an intimate and personalised, direct message presented to a loved one at the critical moment they consider speeding – while driving their Volkswagen. So far, it has demonstrated powerful results. Everyone who has been presented the message, has changed their behaviour.

Creative Execution

The Volkswagen Reduce Speed Dial is a replacement panel for the speedometer in Volkswagens. It follows all of the clarity and safety restrictions of a standard speedometer, but the dial is personally hand written for the driver, by a loved one. This direct, personal mnemonic reminds drivers what they have to live for at the exact moment they consider speeding.

Describe the creative solution to the brief/objective.

We recruited four families who were current Volkswagen owners. Already familiar with the brand and the experience of driving the vehicles, we set about understanding whether we could in fact engineer a change in their driving behaviour with a simple direct mechanic. We monitored their driving behaviour for a period and without warning, made a simple change to their speedometer to understand if their child’s direct communication with them would elicit a response.


Following the installation of the Reduce Speed Dial, all of the families involved reduced their speed in multiple driving situations. Some examples are below: - One family had no recorded speed infringements after the installation of the personalised speed dial - One family reduced their top speed by 19kmh from a max of 123km to a max of 104km - Half of the drivers’ maximum speeds reduced after fitting their personalised speed dial - Three out of the four drivers reduced their incidence of speeding in 100km zones by 50%.