| Title | CHARGE UP FOR E-GOLF |
| Brand | VOLKSWAGEN NORWAY |
| Product/Service | VOLKSWAGEN E-GOLF |
| Category |
A08. USE OF MOBILE DEVICES IN A MEDIA CAMPAIGN |
|
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 |
| Annette Werner |
TRY/Apt/POL |
Digital Producer |
| Morten Polmar |
TRY/Apt/POL |
Account Director |
| 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 |
| Christopher Einarsrud |
Notch |
Developer |
| Simen Øian Gjermundsen |
Notch |
Developer |
Results and Effectiveness
-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.
Creative Execution
Outdoor and TV-commercials informed the public about the campaign. And urged users to download the app for Apple/Android phones. Mobile-Banners took users to the app-store matching their phone.
As soon as people downloaded the app and began to charge their phones hoping to win the car, the app became the campaign. A steadily growing number of people voluntarily interacted with the product on a daily basis throughout the campaign period. And as most new users were recruited through organic sharing on Facebook, we could actually cut planned media support as the campaign proceeded.
Insights, Strategy and the Idea
In Norway electric cars are popular, and many brands are offering different models. When VW was to launch their all electric e-Golf our challenge was to do this in a market where many brands fight for the attention.
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.
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. At the same time you got a fact about one of the innovative features of the car. 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.