SUPERDRIVES

TitleSUPERDRIVES
BrandVOLKSWAGEN
Product/ServiceVOLKSWAGEN GOLF GTI
Category A01. Data-enhanced Creativity
Entrant TRIBAL WORLDWIDE London, UNITED KINGDOM
Idea Creation TRIBAL WORLDWIDE London, UNITED KINGDOM
Media Placement PHD London, UNITED KINGDOM
PR PUMPKIN London, UNITED KINGDOM
Additional Company WAZE London, UNITED KINGDOM
Credits
Name Company Position
Victoria Buchanan Tribal Worldwide London Executive Creative Director
Jon Cleave Tribal Worldwide London Creative Director
Michael McConville adam&eveddb Managing Partner
Matthew Harris Tribal Worldwide London Business Director
Faye Morten adam&eveddb Account Director
Andy Billman adam&eveddb Account Manager
Daniela Cossu Tribal Worldwide London Project Manager
Nick Hirst adam&eveddb Head of Planning
Sohail Bhatia adam&eveddb Senior Planner

Why is this work relevant for Creative Data?

Brought to life in partnership with Waze, the UK’s largest community-based navigation app, we gathered intelligently-led traffic data and identified 75 of the UK’s best drives. Going beyond communications, we made these drives available through Waze, so that everyday people could experience the joy of performance driving.

Background

Our objective was to improve Volkswagen’s brand likeability. To do this, we focussed our attentions on Volkswagen’s popular sub-brand, the GTI range. When the GTI first came to market over 40 years ago, it created an entirely new sub category of car – the hot hatch. A hot hatch is a high-performance car that’s also practical for everyday life. Already admired by petrol heads, we wanted to leverage the positive sentiment around GTI and use it to engage a broader audience, who aspire to the excitement of a performance car, but for whom the premium options are further out of reach than ever. Our product insight was that GTI brings performance car excitement to the masses, with realistic pricing and everyday utility. From this insight, we developed the proposition ‘GTI. The people’s supercar.’

Describe the idea/data solution

Taking the proposition ‘GTI. The people’s supercar,’ we created ‘GTI Superdrives.’ We partnered with Waze, a popular navigation platform, and used data gathered from its 2.5 million strong community to identify and hand-pick 75 of the UK’s best drives. GTI drivers and non-drivers alike could access the drives by looking for GTI icons when the Waze app was active. The icons were designed to reflect the brown road signs for UK tourist destinations. If drivers were within 30km of a GTI Superdrive, they received a Takeover Ad informing them of the route. If Waze users were not driving, they could still find out more about the route and discover its Top 75 ranking. We went beyond communications and tapped into channels that already existed in people’s everyday lives. From Britain’s quietest streets, to its hairpin corners, we got drivers to pull away from the humdrum and experience the joy of performance driving.

Describe the data driven strategy

For the first time, Waze’s data scientists analysed their data using a number of key variables to identify the best, most exciting roads for driving. GTI Superdrive routes had to be scenic, close to points of interest and provide exciting driving conditions, with features like engaging corners, minimal traffic and low incident reports. The data was then cross-referenced by volunteer UK Waze Map Editors – a community of volunteers that have extensive knowledge of local areas across the UK. If users were within 30km of a GTI Superdrive, they received a Takeover Ad informing them of where their nearest route could be found. Takeover Ads showed bespoke creative depending on the time and day of the week, so as to be as relevant as possible.

Describe the creative use of data, or how the data enhanced the creative output

We went beyond traditional communications and created real world experiences. Using data gathered from Waze’s 2.5 million strong community, we identified a selection of the UK’s best roads for driving. When promoting the drives, contextual targeting (time of day and location) ensured creative could be more relevant to the driver. Through Waze, we could then direct people to the drives in an instant. Selecting the best drives, targeting users with relevant information and directing people to drives in the real world, simply wouldn’t have been possible without use of data.

List the data driven results

The campaign is still live and will end on 4th November 2018. To date, we have seen the results outlined below. The campaign has delivered 10,800 GTI Superdrive experiences and counting. The best example showcasing interest and engagement with our campaign, is the 10,000 drivers who have actively gone out of their way and chosen to take a different route to discover the joy of the driving. In addition, 28,657 Waze Accounts were personalised by switching their navigation icon to a Golf GTI. We have also seen over 46M impressions raising awareness of GTI Sueprdrive on Waze and over 222K consumer engagements in app.