| Title | WOLKSWAGEN |
| Brand | VOLKSWAGEN |
| Product/Service | VOLKSWAGEN BRAND PARTNERSHIP FRENCH FOOTBALL (FFF) |
| Category |
A06. Use of Ambient Media: Large Scale |
|
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 |
Brief Explanation
Nobody knows VW is partnering with French football. And due to many restrictions on Branding, LED screens around football fields never create much more than awareness. It’s a shame because it’s the only visibility that Volkswagen is getting. But using them in an unusual way, Volkswagen generated a real buzz, getting people to look / talk / comment the LED billboards more than ever.
By making a simple typo mistake on the brands name : « Wolkswagen », we got people talking about VW more than we can expect. We carried this mistake all throught the first half
Results and Effectiveness
#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 !
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 !
Insights, Strategy and the Idea
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 ».