| Title | VOLKSWAGEN ROBOBOY |
| Brand | PON'S AUTOMOBIELHANDEL B.V. |
| Product/Service | VOLKSWAGEN GOLF |
| Category |
A03. Cars & Automotive Products & Services |
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Entrant
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ACHTUNG!mcgarrybowen Amsterdam, THE NETHERLANDS
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Idea Creation
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ACHTUNG!mcgarrybowen Amsterdam, THE NETHERLANDS
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Media Placement
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MEDIACOM Amsterdam, THE NETHERLANDS
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Production
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PINK RABBIT Amsterdam, THE NETHERLANDS
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Production 2
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ROBOT KITTEN Hilversum, THE NETHERLANDS
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Additional Company
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MOONFOX Zwevgem, BELGIUM
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Credits
| Mervyn ten Dam |
Achtung !mcgarrybowen |
Creative Director |
| Vincent Versluis |
Achtung! mcgarrybowen |
Creative |
| 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. Thanks to 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 is the core ‘property’ of our brand campaign to drive awareness for the next generation of Volkswagens in all of media: on TVC, in socials, via influencers, in targeted newsletters and - of course - via the dealerships, where more than 20.000 people went to get their suits. After which they spontaneously began to share #Robopak on social media.
Campaign Success
We launched the Robosuit campaign with a TVC/CINEMA/ONLINE film showing the binding connection between a father and son - mimicking the innovations of the next generation of Volkswagen at a kids birthday party with a cartboard Robosuit.
And immediately designed and produced 20,000 cardboard Volkswagen Robosuits, and developed a smartphone app that mimicked the sounds and features of the innovations.
From there we followed up with social video’s, branded content, influencer content and targeted newsletters 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.
Describe the success of the promotion with both client and consumer including some quantifiable results
Business impact:
- 62% more traffic to the dealerships.
Response rate:
- All 20.000 suits were out of stock in just 1 week.
Impressions:
- 3.255.000 on Facebook with 6 videos
- 62% paid vs. 38% organic
Consumer awareness:
- 2.862.455 views on YouTube with 7 videos
- 74% paid vs. 26% organic views
- GRP: 1219-TV & 155-Online-video forced
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).
Explain why the method of promotion was most relevant to the product or service
This campaign for the Dutch market was build around a 'promo-property' called the Volkswagen-Robosuit. The cardboard-suits were introduced on TV and produced for 20.000 kids & parents ,to be picked up at the dealer when they testdriving a Volkswagen.
The Robosuit came with a custom-made app that mimicked the innovations of the real car. This way a cardboard 'giveaway' became an interactive toy. Constantly reminding parents of all the innovations in the next generation Volkswagens.
Once the suits were out there we followed up with social video’s, branded content, influencers and targeted newsletters. In 1 week, the suits were gone.
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’.
On TV, in Cinema (Cars 3), in online media and via targeted e-mail newsletters, we made sure the Robosuit was seen by kids and prospects, motivating parents (influenced by their kids’ request) to go to Volkswagen dealerships.