| Title | CHARGE UP FOR E-GOLF |
| Brand | VOLKSWAGEN NORWAY |
| Product/Service | VOLKSWAGEN E-GOLF |
| Category |
A06. OTHER DIGITAL SOLUTIONS IN A DIRECT MARKETING CAMPAIGN |
|
Entrant Company
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TRY/APT/POL Oslo, NORWAY
|
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Advertising Agency
|
TRY/APT/POL Oslo, NORWAY
|
|
Media Agency
|
MEDIACOM Oslo, NORWAY
|
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Production Company
|
NOTCH Oslo, NORWAY
|
Credits
| Øystein Halvorsen |
TRY/Apt/POL |
Copywriter |
| Karin Lund |
TRY/Apt/POL |
Ad |
| Bjørnar Buxrud |
TRY/Apt/POL |
Copywriter |
| Torkild Jarnholt |
TRY/Apt/POL |
Copywriter |
| Morten Polmar |
TRY/Apt/POL |
Account Director |
| Annette Werner |
TRY/Apt/POL |
Digital Producer |
| Cathrine Wennersten |
TRY/Apt/POL |
Account Manager |
| Frode Ekeberg |
TRY/Apt/POL |
Motion |
| Christian Lundvall |
TRY/Apt/POL |
Motion |
| Geir Skorstad |
TRY/Apt/POL |
Film Production |
| Sebastian Rasch |
TRY/Apt/POL |
Designer |
| Simen Øian Gjermundsen |
Notch |
Developer |
| Christopher Einarsrud |
Notch |
Developer |
The Brief
Launch the all electric e-Golf in Norway & in order to create sales: Generate as many test drives as possible.
The strategy was to let the audience experience the main difference between the traditional Golf and the e-Golf - namely the fact that the latter runs on batteries.
Creative Execution
As far as we know, “The Charge up for e-Golf app” is the first commercial app to utilize the battery hardware technology in smartphones (both Android and Apple).
Having a strong focus on innovations, the app in itself added to this VW-position.
We also made sure contenders got a fact about one of the innovative features of the e-Golf every time they charged their phones.
Describe the creative solution to the brief/objective.
Norway has one of the highest smartphone penetrations in the world.
A great number of smartphones means a great number of daily charging-sessions.
We created an app that connected the action of charging smartphones with the e-Golf.
The “Charge up for e-Golf app” gave you a raffle ticket every time you charged your phone. Extra tickets were handed out for sharing on Facebook and signing up for test drives. At the end of the campaign, one raffle ticket was drawn at random. And the person with the ticket won a brand new e-Golf
Results
In a population of just five million people, the app was downloaded more than 100 000
times.
-The app was number one in the App Store for more than two weeks. Also top ranked at Google Play.
-The campaign was shared 35 000 times on Facebook.
-The campaign generated over 13 000 test drives: An all time high in Norway.
-The interest for test drives was so high that many retailers had to exceed their business hours in order to meet the demand.
-At the end of the campaign, the e-Golf was the most sold electric car in Norway.