| Title | HI VOLKS |
| Brand | HARALD A MØLLER |
| Product/Service | VOLKSWAGEN COMMERCIAL VEHICLES |
| Category |
A01. Use of Promotional Events & Stunts |
|
Entrant Company
|
TRY/APT/POL Oslo, NORWAY
|
|
Advertising Agency
|
TRY/APT/POL Oslo, NORWAY
|
|
Media Agency
|
MEDIACOM Oslo, NORWAY
|
|
Production Company
|
ANTIMEDIA Oslo, NORWAY
|
Credits
| Lars-Kristian Harveg |
TRY |
Art Director |
| Jonas Kopstad Grønnern |
TRY |
Copywriter |
| Erik Winn |
Apt |
Designer |
| Thomas Sømoen |
Apt |
Developer |
| Pål Smith-Amundsen |
Apt |
Technology Director |
| Cecilie Fasbender |
Apt |
Project Manager |
| Cathrine Wennersten |
TRY |
Project Manager |
| Morten Polmar |
TRY |
Account Director |
| Thomas Bråten |
TRY |
Graphic Designer |
| Niels Windfeldt |
Antimedia |
Director |
| Andreas Bråten |
Antimedia |
Producer |
The Brief
With a 30% market share, Volkswagen Commercial Vehicles are Norway's most popular brand.
But loyalty is decreasing, and to keep up, we needed to strengthen the bonds to our existing customers - the drivers.
Our strategy was turn Volkswagens size into something positive, by creating a competition that were easy and fun to join.
We simply asked every VCV-driver in Norway to raise his/her hand whenever they met another car from WCV on the road.
Greet a Volkswagen - Win a Volkswagen
Campaign Success
April 7th, we launched Hi Volks.
We installed cameras in six random cars and if you got your picture taken by one of our cars, you entered the lottery of a the new Volkswagen Caddy. The secret cars looked like any other VCV, so to be sure to get your picture taken, you needed to greet all VCVs you met.
The competition was promoted through tv, internet, radio, social media and direct approach through our local car dealers.
At the site hivolks.no, you got all information you needed and were also encouraged to follow us on Facebook for tips and hints.
But the drivers did most of the job themselves.
With their everyday greeting, Hi Volks turned into a self driven customer relation campaign.
Describe the success of the promotion with both client and consumer including some quantifiable results
Within two weeks, representing just 0.06 % of the Volkswagen Commercial Vehicles on the road, our six random cars alone, got over 1000 greetings.
Surely, there were greeting going on elsevere to.
Months after the campaign was finished, you can still experience being greeted when driving around in a Volkswagen Commercial Vehicle.
Explain why the method of promotion was most relevant to the product or service
Hi Volks were launched to strengthen the bond between Volkswagen Commercial Vehicles-drivers in Norway, and promote the brand in general.
It aimed to activate every Volkswagen Commercial Vehicle-driver in Norway.