| Title | THE BLIND PHOTOGRAPHER |
| Brand | VOLKSWAGEN AG |
| Product/Service | VOLKSWAGEN ARTEON |
| Category |
E01. Launch / Re-launch |
|
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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PHD GERMANY Frankfurt, GERMANY
|
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Production
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BUBBLES FILM Berlin, GERMANY
|
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Production 2
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SOHO ALTONA POSTPRODUCTION Hamburg, GERMANY
|
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Production 3
|
BLUT Hamburg, GERMANY
|
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Production 4
|
WIDE PRODUCTION HAMBURG, GERMANY
|
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Additional Company
|
VOLKSWAGEN Wolfsburg, GERMANY
|
Credits
| Ralf Heuel |
Grabarz & Partner |
CCO |
| Reinhard Patzschke |
Grabarz & Partner |
CEO |
| Tobias Ahrens |
Grabarz & Partner |
Group CD |
| Julijus Rebic |
Grabarz & Partner |
Creative Director |
| Roman Jonsson |
Grabarz & Partner |
Creative Director |
| Svein Olsen |
Grabarz & Partner |
Art Director |
| Navid Shahabi |
Grabarz & Partner |
Art Director |
| Artur Schäfer |
Grabarz & Partner |
Art Director |
| Erwin Lorenz |
Grabarz & Partner |
Art Director |
| Sandra Kemmer |
Grabarz & Partner |
Copywriter |
| Tim Berger |
Grabarz & Partner |
Copywriter |
| Tim Heller |
Grabarz & Partner |
Copywriter |
| Phillip von Schwerin |
Grabarz & Partner |
Copywriter |
| Dirk Lanio |
Grabarz & Partner |
Group Head Digital |
| Ina Croissier |
Grabarz & Partner |
Etatdirektor Digital |
| Garnet Matthiesen, Anusha Atreya |
Grabarz & Partner |
Art Buying |
| Felix Otterski, Vanessa Barz |
Grabarz & Partner |
Graphic Designer |
| Axel Doepner, Michael Güntner |
Grabarz & Partner |
Agency Producer |
| Felix Albers, Ann-Katrin Erich |
Grabarz & Partner |
Motion Design |
| Valerie Gast, Oliver Waldmann |
Grabarz & Partner |
Strategy |
| Xavier Chardon |
Volkswagen AG |
Marketing Director Volkswagen |
| Jutta Friese |
Volkswagen AG |
Head of Content Management |
| Mirja Schneider |
Volkswagen AG |
Head of Website Content & Digital Communication |
| Hicran Tekin |
Volkswagen AG |
Project Management Website Content & Digital Communication |
| Bubbles Film GmbH |
Bubbles Film GmbH |
Film Production |
| TJ O’Grady |
Bubbles Film GmbH |
Director |
| soho-altona |
soho-altona |
Post Production |
| Timo Blunk |
BLUT Hamburg |
Music |
| Pete Eckert |
- |
Photographer Artworks |
| David Daub |
Wildfox running |
Social Media Photographer |
Why is this work relevant for Brand Experience & Activation ?
The new Arteon marked Volkswagen’s first time launching a fastback-saloon. The car appealed to a new target audience: design and art lovers. We found a striking solution to introduce the new model in a way that was truly unseen for Volkswagen.
Background
With the new Arteon, Volkswagen launched a new model on the market in 2017 that appeals to a brand new target group: design lovers. And it was precisely this group that we wanted to convince of the beauty of our new fastback-saloon.
Describe the creative idea
We show the new Arteon and its fascinating design in a hitherto completely unseen way: with pictures shot by the blind photographer Pete Eckert.
Describe the strategy
The new Arteon marked Volkswagen’s first time launching a fastback-saloon. The car appealed to a new target audience: design and art lovers. To convince them that the Arteon is beautiful in every sense, we had it shot by the blind photographer, Pete Eckert. A documentary showed the photoshoot of the new Arteon with Pete as he approached it on his own. Photos were created with his touch, hearing and analogue camera, that were shown as varying online formats, in advertorials, Out of Home and digital SnapAds. They proved you don't need eyes to see beauty. Because the Arteon touches all senses.
Describe the execution
To show how the Arteon’s beauty can be felt through all senses, we enlisted the help of the blind photographer, Pete Eckert. A documentary showing the photoshoot of the new Arteon with Pete was the heart of a integrated campaign.
Overall, our campaign was spread to many platforms: the Arteon web special, Volkswagen YouTube, Facebook, Instagram, Twitter, SnapAds and Adressable TV. For the international market, we also focused on TV and cinema (specific to the UK), and for Germany we also made print adverts, advertorials, editorials, OOH, TV, and cinema.
The documentary was adapted in over 50 different formats and distributed in over 20 countries. And with each and every touchpoint the project proved that you don't need eyes to see beauty. Because the new Arteon touches all the senses.
List the results
The online documentary was viewed 11,000,000 times on Facebook alone, while the whole campaign generated over 260,000 showroom visits and 75,000 successfully configured Arteons: a conversion rate increase from 11% to 15%.