| Title | THE ORIGINALS FEST |
| Brand | VOLKSWAGEN LCV |
| Product/Service | THE ORIGINALS FEST (17 FURGOVOLKSWAGEN MEETING) |
| Category |
B03. Experience Design: Multi-platform |
|
Entrant
|
PHD Barcelona, SPAIN
|
|
Idea Creation
|
OGILVY SPAIN Barcelona, SPAIN
|
|
Media Placement
|
PHD Barcelona, SPAIN
|
|
Production
|
OGILVY SPAIN Barcelona, SPAIN
|
Credits
| Nuria Blasco |
OGILVY |
Art Director |
| Fani Cabrera |
OGILVY |
At director |
| Oliver Cano |
OGILVY |
Copy |
| Marc Casanovas |
OGILVY |
Comms Director |
| Eva Cervera |
OGILVY |
Comms Manager |
| Lucia De Los Santos |
OGILVY |
Creative Director |
| Gabriel Garcia de Oro |
OGILVY |
Executive Creative Director |
| Gemma Gutierrez |
OGILVY |
MD |
| Christian Martinez |
OGILVY |
Comms Assistant |
| Alberto Muriel |
OGILVY |
Copy |
| Andrea Sanchez |
OGILVY |
Account Executive |
| Maria Solsona |
OGILVY |
Account Director |
| Marta Torres |
OGILVY |
Account Supervisor |
Describe the creative idea
For 16 years, Volkswagen LCV has been organizing the FurgoVolkswagen Meeting. An event where Camper life lovers and Volkswagen Vans meet and share their passion. But this year due to the restrictions of the pandemic the brand had to reinvent itself. And being aware of the growing digital revolution, they decided to celebrate the concentration in an innovative and exciting virtual event 100% online, unprecedented in the automotive sector, The Originals Fest.
Volkswagen LCV wanted to maintain the essence of the previous 16 editions, so for the online meeting they replicated the camping where always has taken place the FurgoVolkswagen Meeting: La Ballena Alegre (in Sant Pere Pescador). In addition, they did the same kind of activities always done but in an online format: kids zone, custom contest, presentation of new vehicles, family picture… and they add new activities taking advantage of the digital environment.
Describe the execution
The process began with a hand drawing defining the map and all the elements distributed along. After that, all the illustrations were worked with an isometric design, which allowed the brand to give a game look and feel to the event.
The website where The Originals Fest took place was developed with a combination of technologies: html5, css3, canvas and php. It was full responsive, mobile friendly (adding a joystick to “drive” the van) and included animations and sounds to enrich the user experience.
Each user had the opportunity to register to the event (for free) and to configure its own van and give it a name. Then they only had to drive around the map and discover the available zones. Each zone opened a layer that allowed the user to play a game, upload a photo, watch a video, … In addition, the used received alerts to know what’s happening and the options they had to continue enjoying the experience.
All this was supported by a CRM campaign and an online media campaign in Social Media, Programmatic and Display Direct. Targeting VanLovers and current VW LCV clients in two phases. Starting with an awareness campaign one month before the event to communicate the new event format and everything that could be found in The Originals Fest, followed by a campaign focused on registrations and conversions that included a raffle among all registered users.