|THE PUNCHING DOOR TOUR
|A03. Durable Consumer Goods including Automotive
CVI Kortenberg, BELGIUM
DDB BRUSSELS, BELGIUM
DDB BRUSSELS, BELGIUM
|Dieter De Ridder
|Pascaline Van de Perre
Why is this work relevant for Direct?
Reaching professionals who active in construction is easier said than done. It is a very specific audience with specific interests. These interests even vary between e.g. a construction worker and an electrician. But by tapping into the general – somewhat stereotypical – macho culture, adapting our tone of voice and through specific targeting, we managed to reach and interact with our audience in a playful yet meaningful way.
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 (30% 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 (20% 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.