|Title||FREE DRIVING TIPS & ON-ROAD TRAINING|
|Brand||VOLKSWAGEN HONG KONG|
|Product / Service||PROJECT POLO|
|Category||A05. Product Launch/re-Launch or Multi-Product Promotion|
|Entrant||DDB GROUP HONG KONG, HONG KONG|
|Entrant Company||DDB GROUP HONG KONG, HONG KONG|
|Advertising Agency||DDB GROUP HONG KONG, HONG KONG|
|Production Company||SUNNYIDEA Hong Kong, HONG KONG|
|Jeffry Gamble||DDB Group Hong Kong||Chief Creative Officer|
|Chung Leung||DDB Group Hong Kong||Creative Director|
|Vincent Tse||DDB Group Hong Kong||Creative Director|
|Chan Ka Ho||DDB Group Hong Kong||Art Director|
|Andreas Krasser||DDB Group Hong Kong||Stratgey Planning Director|
|Shiggy File||DDB Group Hong Kong||Stratgey Planning Director|
|Adrian Li||DDB Group Hong Kong||Account Services|
|Diana Tam||DDB Group Hong Kong||Account Services|
|Valiant Yip||DDB Group Hong Kong||Account Services|
|Audrey Lui||DDB Group Hong Kong||Account Services|
|Venus Tang||DDB Group Hong Kong||Account Services|
|Ng Ka Lok||DDB Group Hong Kong||Print Production|
For the launch of the New Polo, Volkswagen Hong Kong set out to increase brand consideration amongst probationary drivers by leveraging the test drive. The only problem, our targets turned out to feel guilty taking a test drive if they were not seriously considering purchase. So in order to make the test drive guilt-free again, we needed to bring it forward in the consumer journey - from the decision before purchase all the way to awareness. And we did so by transforming the test drive into the New Polo On-Road Training Program. The results, our on-road training program was fully booked within only a few hours after launch. And we also achieved a record sales referral rate of 25%.
Our targets turned out to feel guilty taking a test drive if they were not seriously considering purchase. So in order to make the test-drive guilt-free again, we needed to bring it forward in the consumer journey - from the decision before purchase all the way to awareness. We figured that the people benefiting the most from such experience would be the ones with little confidence in their driving skills – Hong Kong’s P-Platers.
Not only did we reach our set goal, but we did so in record time. Within only 6 hours after the initial announcement on Facebook, we had already achieved our main campaign objective. While previous test drive activations would on average show a 50% dropout rate, our campaign managed to stay far below that mark at only 6%. We surpassed the initially set 19% and achieved a 25% referral to sales. But even more importantly, we helped Hong Kong’s probationary drivers to gain more confidence in their driving skills. People will never look at the letter ‘P’ the same way again.
Using Facebook, we announced the launch of our free training program, driving people to Volkswagen Hong Kong’s website where they could register and pick their driving route. Certified driving instructors would then teach them how to master the hurdles of Hong Kong traffic. Afterwards, we took the training program to the social media space: simple Facebook posts that represented the most common fears of P-Platers, came with useful tips from our instructors. Three tutorial videos on YouTube showed how to master parking, keep your cool on the highway and easily go through a roundabout. Apart from our three training routes, we also brought the on-road training to the Transport Department, where Hong Kong’s latest probationary drivers just got their driving licenses fresh off the press.