| Title | CHARGE UP FOR E-GOLF |
| Brand | VOLKSWAGEN NORWAY |
| Product/Service | VOLKSWAGEN E-GOLF |
| Category |
A08. OTHER DIGITAL SOLUTIONS IN A PROMOTIONAL CAMPAIGN |
|
Entrant Company
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TRY/APT/POL Oslo, NORWAY
|
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Advertising Agency
|
TRY/APT/POL Oslo, NORWAY
|
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Media Agency
|
MEDIACOM Oslo, NORWAY
|
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Production Company
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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 Advertising Agency |
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
Launch the all electric e-Golf in Norway & in order to create sales: Generate as many test drives as possible.
Describe how the promotion developed from concept to implementation
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.
Describe the success of the promotion with both client and consumer including some quantifiable results
-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.
Explain why the method of promotion was most relevant to the product or service
Our objective was to tell people that the most popular car in Norway was to be launched in an electric version - in other words, get Norwegians ‘charged up for e-Golf.’
And when we realized it was possible to make an app that could utilize the battery hardware technology in smartphones, we decided to turn the campaign into a competition where people could charge their phones, and win an e-Golf free of charge.
With VW having a strong focus on innovations, the app in itself added to this position.