| Title | WOLKSWAGEN |
| Brand | VOLKSWAGEN |
| Product/Service | VOLKSWAGEN BRAND PARTNERSHIP FRENCH FOOTBALL (FFF) |
| Category |
F02. Response/Real-Time Activity (incl. Crowdsourcing) |
|
Entrant Company
|
DDB PARIS, FRANCE
|
|
Advertising Agency
|
DDB PARIS, FRANCE
|
|
Media Agency
|
MEDIACOM PARIS, FRANCE
|
Credits
| Alexandre Hervé |
Ddb Paris |
Executive Creative Director |
| Johann Bernast |
Ddb Paris |
Copywriter |
| Clément Oberlin |
Ddb Paris |
Art Director |
| Stephanie Leray |
Ddb Paris |
Account Manager |
| Alban Callet |
Ddb Paris |
Account Director |
| Nicolas Bruchet |
Ddb Paris |
Account Manager |
| Loic Morando |
Ddb Paris |
Planner |
| Arnaud Barral |
Volkswagen |
Advertiser Supervisor |
| Marc Meurer |
Volkswagen |
Advertiser Supervisor |
| Sophie Barlois |
Volkswagen |
Advertiser Supervisor |
Creative Execution
First half :
- LEDs with a mistake in the Volkswagen name (ie. Wolkswagen)
Second half for the reveal :
- New LEDs revealing the fake fail
- TV sponsoring to « reassure » the 6 Millions TV viewers
- Twitter + Facebook to connect with all our unaware key influencers (7500 tweets in 90 minutes)
- And many many phone calls to explain (and calm down) VW executives not aware of the stunt !
#Wolkswagen was top Trending Topic on Twitter (even in front of #OneDirection !)
In only 90 minutes : 7500 tweets, 200.000 impressions
Hundreds of press articles (in advertising press, sports press, but also general news)
Volkswagens buzz was 6,9 times stronger after the activation (index : Brandindex France)
TV PR boomed the following days
VW has been declared the real winner of the game !
People love to be the first to notice problems (online especially). All we did was just hope they would pick up our « fake » mistake in writing Volkswagen as #Wolkswagen.
The idea was to use the visibility of a football match opposing France to Brasil in Paris. 6 Millions viewers, 80.000 spectators, and many many social media users helped us « win the moment ».
Catch peoples attention by making an typo mistake on advertising around the stadium. Use the fact that live stunts don’t allow for fact checking and hope that people would really believe this wasnt intentional !