Title | EASY OPEN SEATS |
Brand | VOLKSWAGEN |
Product / Service | TECHNOLOGY |
Category | A05. Automotive |
Entrant | DDB SYDNEY, AUSTRALIA |
Idea Creation | DDB SYDNEY, AUSTRALIA |
Additional Company | MOTH PROJECTS Sydney, AUSTRALIA |
Additional Company 2 | ALFRED Sydney, AUSTRALIA |
Name | Company | Position |
---|---|---|
Ben Welsh | DDB Sydney | Chief Creative Officer |
Tara Ford | DDB Sydney | Executive Creative Director |
Jade Manning | DDB Sydney | Creative Partner |
Vince Osmond | DDB Sydney | Creative Partner |
Hannah King | DDB Sydney | Art Director |
Chris Ott | DDB Sydney | Copywriter |
Shaun O’Connor | DDB Sydney | Creative Technology Director |
Paul Jansen | DDB Sydney | Senior Designer |
Ramon Rodriguez | DDB Sydney | Senior Designer |
Sevda Cemo | DDB Sydney | Head of Integrated Content |
Jeff Edwards | DDB Sydney | Senior Producer |
Jessica Belgiovane | DDB Sydney | Senior Producer |
John Wood | DDB Sydney | Senior Print Producer |
Graham Sweet | DDB Sydney | Planning Partner |
Brooke Pilton | Mango Sydney | Head of Experiential |
Michael Ozard | Mango Sydney | Production Director |
Andrew Sroufe | Mango Sydney | Senior Account Director |
Andrew Kelly | Mango Sydney | Senior Sponsorship Manger |
Luke Shanhan | Moth Projects | Director |
Stuart Couzens | Alfred | Director |
Renier Jansen van Vuuren | Alfred | Production Manager |
Sam Spry | Alfred | Project Manager |
It’s a great Australian tradition to have a cold beer and hot pie at the footy. Unfortunately, when your hands are full, the folding stadium seating can become impossible. So, we took the thinking behind Volkswagen’s Easy Open Tailgate technology and applied it to the seats. Creating Volkswagen Easy Open Seats. Now, with a swipe of the foot, footy fans can open their seats when their hands are full.
Working with the Sydney Swans, we created and installed a bank of bespoke Easy Open Seats inside the SCG, where fans could physically interact with the technology firsthand, throughout the 2017 season. The experience wasn’t limited to fans in the stadium. Content films and consumer competitions extended the idea across digital, social and broadcast channels, demonstrating Volkswagen’s innovative technology to consumers throughout Australia and beyond. We also encouraged consumers to participate and submit their own ideas on how they would enhance the AFL experience using Volkswagen tech - and rewarding the best entries with money-can’t-buy experiences throughout the year.
We created a season-long media channel that was not only helpful, but demonstrated the convenience of Volkswagen technology, in a relevant and intimate way to over 5000 individual fans. These individual engagements were amplified live on the big screen to over 112,000 cheering supporters. This got pushed to 1.1 million online fans, which achieved over 1.2 million PR impressions and 130 fan ideas. But the most important result: Zero spilt drinks.
We turned stadium seating into a media channel. By applying Volkswagen’s innovative technology to solve a problem faced by Aussie sports fans, our media became our message - while simultaneously reinforcing a long-standing partnership between the Sydney Swans football team and Volkswagen.
We developed an awareness-building strategy aimed at increasing both penetration and loyalty. We not only demonstrated Volkswagen’s innovative technology in a way that supplied genuine utility for our AFL audience, but also emulated the Volkswagen experience indiscriminately to both VW and non-VW drivers alike - getting us firmly top of mind for their next upgrade or switch to Volkswagen.