Cannes Lions

Fast Film

DDB BUENOS AIRES, Buenos Aires / VOLKSWAGEN / 2016

Awards:

2 Shortlisted Cannes Lions
Presentation Image
Film
Case Film

Overview

Entries

Credits

Overview

Description

In honour to Golf GTI’s fast performance the car was launched in a fast way. So we decided to shoot the commercial from a Golf GTI. A high-speed camera was placed inside the car. A professional pilot drove it at high speed in parallel to a 100-meter scenery full of actors and different settings, in one single shot. The fast commercial resulted undetectable for human eye and worked as a teaser on TV and YouTube pre-rolls, which redirected people to watch the slow motion version at www.miraloencamralenta.com

Execution

In order to shoot the fast commercial, we built a 100-meter scenery with ten different settings full of actors. Then, we placed a high-speed camera inside the VW Golf GTI and a pilot drove it fast in parallel to that scenery. The result was a spot too fast for the human eye to watch that works as the teaser of the campaign on YouTube Pre-rolls. People were invited to watch the slow-motion version of the film at miraloencamaralenta.com. On this online platform people can watch every situation of the film and realize all that can happen in 3 seconds when you are on a Golf GTI. Furthermore, a making off was available in this website and people could also meet the new incredible features of the GTI.

Outcome

Golf GTI’s launching was a successful one in Argentina. The core-target was engaged with this new way of showing the GTI’s fast performance. Four minutes average time per user in the online platform. More than 100.000 unique visits in the first 3 days. VW Argentina fan page rose up a 30% of fans and the usual fans’ complaints to the brand were replaced for positive comments about GTI’s launching. The campaign had a great reach in social networks, including Argentinean professional drivers tweeting about fast GTI spot. And the best of all, the business objectives were surpassed: all cars sold out in 14 days.

Similar Campaigns

12 items

ACC

ALMAPBBDO, Sao paulo

ACC

2016, VOLKSWAGEN

(opens in a new tab)