Cannes Lions
AGENCE .V., Saint-Ouen / VOLKSWAGEN / 2013
Overview
Entries
Credits
Description
France imposes strong regulations in terms of advertising, especially in the car industry :
- Forbidden to convey speed
- Forbidden to underline engine speed, or even braking capacity otherwise than in a security related way
- Forbidden to show vehicle in any nother situation than normal
- Forbidden to show vehicle in any situation in non-conformity with DMV regulations, or presenting any form of danger for driver and / or occupant / pedestrian
Execution
This mobile application / game was available on both Android and IOS platforms. Using a badge-like leveling system earning you points and badges as you went up the ladder, we also offered various prizes at various levels : downloadable music, iPhones, trips to Wolfsburg (birthtown of the Golf) and up to the final prize : the new Golf. Every picture / challenge could be shared through Facebook, Twitter and Pinterest to get even more points.
Outcome
- 6 weeks of challenge
- 60,000 downloads of the app (3rd best of the French Apple Store)
- More than 170,000 pictures collected
- 60,000 challenges unlocked
- +150,000 tweets … 3 pictures taken every minute of the game !
- In addition, various countries are adapting the game for their market (including local challenges and prizes).
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