2019 Brand Experience & Activation

THE PUNCHING DOOR TOUR

TitleTHE PUNCHING DOOR TOUR
BrandCVI
Product/ServiceVEHICLES
Category A03. Durable Consumer Goods including Automotive
Entrant CVI Kortenberg, BELGIUM
Idea Creation DDB BRUSSELS, BELGIUM
Production DDB BRUSSELS, BELGIUM
Credits
Name Company Position
Dieter De Ridder DDB Brussels Creative Director
Naïm Baddich DDB Brussels Creative Director
Frederic Zouag DDB Brussels Art Director
Nicolas       Gaspart DDB Brussels Art Director
Sven Verfaille DDB Brussels Graphic Designer
Philippe Gerin DDB Brussels Strategy
Quentin Maryns DDB Brussels Account Director
Pascaline Van de Perre DDB Brussels Account Executive

Why is this work relevant for Brand Experience & Activation?

Instead of communicating about our quality of Volkswagen Commercial Vehicles – like most competitors are doing – we challenged people to experience it themselves. This activation was not only fun for the participants, it helped Volkswagen Commercial Vehicles to differentiate itself from the competition, strengthen its positioning as a high-quality brand and managed to reach its objectives.

background

Once every two years, the Brussels Motor Show for Professionals takes place. This event is a big deal for car brands with a professional offer. No less than 40% of their annual sales is reached in just one month. You would think car brands will do their utmost best to stand out. Yet, they all join the shouting contest about who has the best features.

Describe the creative idea (20% of vote)

Since working in construction is not for sissies, Volkswagen Commercial Vehicles wanted to approach its audience with a distinctive tone of voice and activation. We tapped into the macho culture of the construction industry in a humorously exaggerated way and challenged professionals to show off their toughness.

Describe the strategy (20% of vote)

The target audience of Volkswagen Commercial Vehicles exists of Belgian professionals, who are mainly active in construction. They can be construction workers, painters, plumbers, electricians, gardeners, etc. We approached these tough men and women – not by talking about the quality of the range of Volkswagen Commercial Vehicles, but by letting these professionals experience the vehicles’ quality and judge for themselves. This consumer-centric strategy was crucial to the success of the Punching Door Tour activation.

Describe the execution (30% of vote)

The Punching Door Tour was a playful contest which took place on the parking lot of the biggest DIY stores in Belgium. Participants had to fill in their email address, which gave them the opportunity to win duo tickets for the Brussels Motor Show, as well as a media budget of €5.000 to promote their own business. If he or she punched the door hard enough, of course.

List the results (30% of vote)

The activation was a smashing success. With 2.000.000 impressions on Facebook, 15% more traffic to our stand at the Brussels Motor Show and 139% more sales compared to last year, Volkswagen Commercial Vehicles proved once more that its range is by far the most solid choice for professionals.