| Title | WOLKSWAGEN |
| Brand | VOLKSWAGEN |
| Product/Service | VOLKSWAGEN BRAND PARTNERSHIP FRENCH FOOTBALL (FFF) |
| Category |
B03. Use of Social Platform(s) in a Promotional Campaign |
|
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 |
The Brief
Volkswagen wanted people to know they were partnering with French football. We needed a big focus on the Brand but all we got was some LED billboards during a game (along with 15 other sponsors).
Campaign Success
By making a simple typo mystake 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 of a France-Brasil game in Paris. 6 Millions viewers, 80.000 spectators, and many many social media users helped us « win the moment ». This Epic Fake Fail was revealled at half time, using social media , the same led panels, as well as TV sponsoring.
Describe the success of the promotion with both client and consumer including some quantifiable results
#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 !
Explain why the method of promotion was most relevant to the product or service
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 awarness. 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.