E-MOBILITY – ENJOY THE SILENCE
| Title | E-MOBILITY – ENJOY THE SILENCE |
| Brand | VOLKSWAGEN |
| Product/Service | VOLKSWAGEN E-MODELLE |
| Category |
B07. Events & Stunts |
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Entrant
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GRABARZ & PARTNER Hamburg, GERMANY
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Idea Creation
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GRABARZ & PARTNER Hamburg, GERMANY
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Media Placement
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MEDIACOM Düsseldorf, GERMANY
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Production
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BIGFISH FILMPRODUKTION Berlin, GERMANY
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Additional Company
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VOLKSWAGEN Wolfsburg, GERMANY
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Additional Company 2
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CANDY MOUNTAIN Berlin, GERMANY
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Additional Company 3
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SONY / ATV MUSIC PUBLISHING GERMANY Berlin, GERMANY
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Credits
| Ralf Heuel |
Grabarz & Partner |
CCO and Partner |
| Reinhard Patzschke |
Grabarz & Partner |
CEO and Partner |
| Tobias Ahrens |
Grabarz & Partner |
Group CD |
| Christoph Stricker |
Grabarz & Partner |
Creative Director |
| Constantin Sossidi |
Grabarz & Partner |
Creative Director |
| Sebastian Locke |
Grabarz & Partner |
CD Digital |
| Julijus Rebic |
Grabarz & Partner |
CD Digital |
| Barbara Dirscherl |
Grabarz & Partner |
Art Director |
| Kaloyan Yanev |
Grabarz & Partner |
Art Director |
| Martin Bergmann |
Grabarz & Partner |
Art Director |
| Malik Benamara |
Grabarz & Partner |
Copywriter |
| Constantin Sossidi |
Grabarz & Partner |
Creativ Director |
| Richard Pietsch |
Grabarz & Partner |
Concept Digital |
| Jan Isterling |
Grabarz & Partner |
Group Head |
| Jasmin Schwarzinger |
Grabarz & Partner |
Account Supervisor |
| Stefan Kroke |
Grabarz & Partner |
Account Supervisor |
| Mareike Klotzbücher |
Grabarz & Partner |
Account Supervisor |
| Florian Kronenberg |
Grabarz & Partner |
Graphic Design |
| Jan Weber |
Grabarz & Partner |
Graphic Design |
| Lutz Kothe |
Volkswagen AG |
Head of Marketing |
| Jörn Hartig |
Volkswagen AG |
Head of Marketing Communication |
| Henning Teichmann |
Volkswagen AG |
Head of Classic Communication |
| Axel Neuhaus |
Volkswagen AG |
Head of Digital Marketing |
| Mirja Schneider |
Volkswagen AG |
Head of Media national and international |
| Bughard Puse |
Volkswagen AG |
Project Manager |
| Lucky Kids, Kinder- und Jugendchor der Rheinischen Musikschule Köln |
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Music |
| Lucky7even Entertainment GmbH |
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Second unit |
| Axel Doepner |
Grabarz & Partner |
Agency Producer |
| Julia Koop |
Grabarz & Partner |
Agency Producer |
The Campaign
The idea was to let the products do the talking themselves. In real life. Why? Because if once you experience the incredible effect of e-mobility on big city life there is no question left as to whether this is the way to go. Also this was a chance for Volkswagen to claim something beyond a pure efficiency story. Something people recognize immediately: The quietness they all miss in the city and they all eagerly seek out when leaving for the countryside. Making people discover this directly is the most persuasive approach one can take. No tricks. No filter. Virtually no advertising. Just truth in a real environment.
Execution
We flooded a roundabout in Hannover with Volkswagen e-vehicles and hybrids. With every car entering the roundabout the location got less noisy. At the moment when the traffic noise was gone, a children’s choir performed the world famous Depeche Mode song „Enjoy the silence“. Hundreds of excited pedestrians experienced live what a future with electric cars could feel like, or rather, sound like. Precisely timed, we unrolled a huge banner with our message. The live event was filmed and published as an online film, filled with emotion. At the end of the film we invited people to receive further information with a simple click. Together with the film this invitation was viewed over 9,000 000 times.
Over 71,000 interactions (Shares, like & comments) on Facebook within 10 days of which 95% were strictly positive! 96% of all interactions on Facebook have been user generated. Enjoy the silence was the topic in Germany´s largest automotive discussion board: motor-talk.de
More than 30 000 visits on the new landing page searching for further information on Volkwagen e-mobility and test drive requests within 10 days. 2.246 car configurations. People stayed on the website 72% longer than before.
The Situation
To bring Volkswagen e-mobility back into the public mind, we literally brought the products into people’s everyday life. Real people experienced a real benefit. For the first time people could really feel how e-mobility can make their life better: bringing the silence back into the city. Not only the press, media and blogs picked up the story right away, being part of this PR stunt right at the heart of Germany’s loudest city, people were engaged and from here inspired to spread the word in social networks, like Facebook, Twitter and Pinterest.
The Strategy
We had two different target groups: The first one consists of the pedestrians and tourists who would experience „Enjoy the silence“ first hand and live. The larger second target group consists of people generally interested in cars who might consider buying a new one in the near future. They are interested in innovative concepts, care for their families a lot and want to preserve a healthy environment for them. These people search for relevant information on the internet. The strategy was to make use of the fact that Volkswagen e-mobility is widely underestimated. So the authenticty of reactions towards our cars on the road helped to convince the much larger target group to see the brand in a different light. In addition to that, our goal to increase the traffic on the Volkswagen e-mobility platform could be achieved more easily whilst talking to people right in front of their computes.