Title	SONG INSPECTION - USED MELODIES
Brand	VOLKSWAGEN
Product/Service	VOLKSWAGEN
Category	B02. Use of Audio Platforms
Entrant	GRABARZ & PARTNER Hamburg, GERMANY
Idea Creation	GRABARZ & PARTNER Hamburg, GERMANY
Media Placement	GRABARZ & PARTNER Hamburg, GERMANY
Additional Company	STUDIO FUNK Hamburg, GERMANY
Additional Company 2	MOKOH MUSIC Berlin, GERMANY

Name	Company	Position
Ralf Heuel	Grabarz & Partner	CCO
Tobias Ahrens	Grabarz & Partner	Group Head Creative
Constantin Sossidi	Grabarz & Partner	Creative Director Text
Christoph Stricker	Grabarz & Partner	Creative Director
Jan Stempfle	Grabarz & Partner	Art Director
Felix Hoffmann	Grabarz & Partner	Art Director
Kai Reuter	Grabarz & Partner	Text
Jasmin Schwarzinger	Grabarz & Partner	Account Manager
Angela Jäger	Grabarz & Partner	Account Manager
Anka Gerbes	Grabarz & Partner	Producer
Oliver Kiurina	Studio Funk	Sound Engineer
Torsten Hennings	Studio Funk	studio manager / sound engineer
Stephan Moritz	Mokoh Music	Executive Producer

The Campaign

Our idea was to create a new form of radio advertising, to make people literally hear how Volkswagen employees know every single used part. So we applied their expertise to something else: the music played on radio. In this way we made the content a part of our idea and were able to drop our message way before the regular advertising break. This approach gained more attention and led to a bigger impact on our target group.

Creative Execution

We wanted to make people literally hear how well Volkswagen employees know every single used part in theirs cars. In agreement with radio stations, we placed our spots directly after current pop songs and directly referred to them. When the song is over, our ‚announcement’ pops up. We hear the voice of a Volkswagen expert,who reveals to the listener that he just heard a song that contained samples of another song – so to say a „Song Inspection“.

As a result, our radio ads were more than just radio ads. But part of the radio program and communicated our message in a playful and impactful way – right before the advertising break.

By “hijacking” the music played on radio stations, this work uses radio as a medium like never before. In agreement with radio stations, the radio ads were placed right after current songs and directly refer to them.

Insights, Strategy and the Idea

The target group consists of all potential car buyers, who are price-sensitive and interested in used cars. Our spots – as a part of the Volkswagen used cars campaign - were supposed to aim at the rational aspects and had been aired after the TV flight, which rather focused on the emotional part.