| Title | VOLKSWAGEN ROBOBOY |
| Brand | PON'S AUTOMOBIELHANDEL B.V. |
| Product/Service | VOLKSWAGEN GOLF |
| Category |
B06. Use of Ambient Media: Small Scale |
|
Entrant
|
ACHTUNG!mcgarrybowen Amsterdam, THE NETHERLANDS
|
|
Idea Creation
|
ACHTUNG!mcgarrybowen Amsterdam, THE NETHERLANDS
|
|
Media Placement
|
MEDIACOM Amsterdam, THE NETHERLANDS
|
|
Production
|
PINK RABBIT Amsterdam, THE NETHERLANDS
|
|
Production 2
|
ROBOT KITTEN Hilversum, THE NETHERLANDS
|
|
Additional Company
|
MOONFOX Zwevgem, BELGIUM
|
Credits
| Vincent Versluis |
Achtung! mcgarrybowen |
Creative |
| Mervyn ten Dam |
Achtung !mcgarrybowen |
Creative Director |
| Florian Hollander |
Achtung !mcgarrybowen |
Creative |
| Sven Vening |
Achtung !mcgarrybowen |
Business Director |
| Dirk Jan de Krom |
Achtung !mcgarrybowen |
Account Executive |
| Boris Nihom |
Achtung !mcgarrybowen |
Strategy Director |
| Jasper van der Bijl |
Pon's Automobielhandel - Volkswagen |
Manager Marketing Communication |
| Leony Hogenes |
Pon's Automobielhandel - Volkswagen |
Brand Communication Manager |
| Eric Bun |
Pon's Automobielhandel - Volkswagen |
Pon's Automobielhandel - Volkswagen |
| Ismael ten Heuvel |
Pink Rabbit |
Director |
| Monique van Beckhoven |
Pink Rabbit |
Producer |
| Mireille Lampe |
Pink Rabbit |
Producer |
| Myrthe Mosterman |
Myrthe Mosterman |
DOP |
| Meike Sier |
Meike Sier |
Prop builder |
| Martin Heijgelaar |
MRTN |
Editor |
| Captcha |
Captcha |
Online montage & Grading |
| Feike de Wit |
Soundcircus |
Sound engineer |
| Moonfox |
Moonfox |
POS suite developer |
| Tijmen Mulder |
Robot kittens |
Digital Agency |
The Campaign
We introduced the innovations of the next generation of Volkswagens by transforming the next generation of drivers… into Volkswagens. With the help of a cardboard Robosuit. This way we made the innovations tangible in an human way. We activated drivers to come to the dealers and pick up the give-away.
Parents could then experience the innovation themselves in a test drive, while we let the kids play with their interactive toy. With the help of a smart app we made sure the suit mimicked all the innovations of the real car.
The Robosuit was the core ‘property’ of our brand campaign to drive awareness for the next generation of Volkswagens. Within a week, more than 20.000 people came for a suit. After which they spontaneously began to share #Robopak on social media.
Creative Execution
We launched the Robosuit with an emotional ‘demonstration video’ through several channels, followed by the 20,000 actual cardboard Volkswagen Robosuits. Next to that we developed a smartphone app that mimicked the sounds and features of the innovations.
From there we followed up to get fans and prospects to the dealerships to pick up their own Robosuit, with an invitation to make a real life test-drive in a next generation Volkswagen.
Prospects and their children were so enthusiastic that a wave of videos where spontaneously posted on social with hashtag #Robopak. A hype was born.
After only 7 days, all 20.000 Robosuits were picked up at the dealerships.
Business impact:
- 62% more traffic to the dealerships.
Response rate:
- All 20.000 suits were out of stock in just 7 days
Change in behaviour
- VW has entered the top 3 of most innovative car brands in the segment (after Audi and Volvo)
- 88% of respondents perceive Volkswagen as a more innovative brand after being exposed to the campaign.
- As a result of the campaign, innovation is now the third argument for choosing a Volkswagen next to price (1) and reliability (2).
We introduced the innovations of the next generation of Volkswagens by literally transforming the next generation of drivers… into Volkswagens. By producing 20.000 cardboard-suits, that mimicked Volkswagen innovations, we created a new level of engagement with both kids and parents. Imagine your kids driving around the backyard, backing up into the garage, honking while crossing the hallway and parking besides their bed. Yes, including all the newest innovations (and sounds). Because why be yourself, when you can be a Volkswagen?
Insights, Strategy and the Idea
Target audience:
Aspiring middle class car buyers; with above average education and income, who are looking for good value for money products, and are open to tech innovations, which make life easier.
Approach:
The 'What's in it for me' when it comes to car innovations is - at best - abstract. That's why we chose not to talk too much about technology but rather have our target audience literally live it.
We strategically chose to target parents and people in the market for a new Volkswagen via the strongest emotional bond: their kids. Meaning we got the ‘next generation’ on board to drive awareness for the ‘next generation of Volkswagen’.