Title	THE PUNCHING DOOR TOUR
Brand	CVI
Product/Service	VEHICLES
Category	C04. Competitions & Promotional Games
Entrant	CVI Kortenberg, BELGIUM
Idea Creation	DDB BRUSSELS, BELGIUM
Production	DDB BRUSSELS, BELGIUM

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
Quentin Maryns	DDB Brussels	Account Director
Pascaline Van de Perre	DDB Brussels	Account Executive
Andreas Vanhoutte	DDB Brussels	Digital Producer
Philippe Gerin	DDB Brussels	Strategy

Why is this work relevant for Brand Experience & Activation?

While the competition cannot stop talking about the quality of its vehicles and with how much craftmanship they are built, Volkswagen Commercial Vehicles challenged professionals to experience the quality of its range in a playful and activating way. Because nothing works better in an industry with a macho culture than to create a contest about who has the strongest arms. This activation was not only fun for participants, it helped Volkswagen Commercial Vehicles to differentiate itself from the competition and 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.