| Title | CHARGE UP FOR E-GOLF |
| Brand | VOLKSWAGEN NORWAY |
| Product/Service | GOLF |
| Category |
A01. Innovation |
|
Entrant Company
|
TRY/APT/POL Oslo, NORWAY
|
|
Advertising Agency
|
TRY/APT/POL Oslo, NORWAY
|
|
Media Agency
|
MEDIACOM Oslo, NORWAY
|
|
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 |
| Sebastian Rasch |
TRY/Apt/POL |
Designer |
| Frode Ekeberg |
TRY/Apt/POL |
Motion |
| Christian Lundvall |
TRY/Apt/POL |
Motion |
| Geir Skorstad |
TRY/Apt/POL |
Film Production |
| Simen Øian Gjermundsen |
Notch |
Developer |
| Christopher Einarsrud |
Notch |
Developer |
The Brief
Challenge:
Launch the all electric e-Golf in Norway & in order to create sales: Generate as many test drives as possible.
Idea:
Norway has one of the highest smartphone penetrations in the world.
A great number of smartphones means a great number of daily charging-sessions.
So: We created an app that connected the action of charging smartphones with the e-Golf.
The “Charge up to e-Golf app” gave you a raffle ticket every time you charged your phone. At the same time you got a fact about one of the innovative features of the car. You got extra tickets for sharing the campaign on Facebook, and when you registered for a test drive.
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.
“The Charge up to e-Golf app” is a native app. It works on both Android and IOS. The app was made from scratch, and is owned by Volkswagen Norway.
With the way the app works Volkswagen owned the moment when Norwegians charged their smartphones.
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). VW has a strong focus on innovations, the app in itself added to this 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.
With a Norwegian population of just about five million, the app was downloaded more than 100 000
times.
The app was number one at 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.
The campaign is now over. But many Norwegians still have the app. It is being considered to update the app and create future campaigns.