Cannes Lions

GOLF CHALLENGE

AGENCE .V., Saint-Ouen / VOLKSWAGEN / 2013

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In 2012, Volkswagen launched the 7th generation of the Golf. The living myth of the automobile, the Golf has many unconditional lovers, GTIfans or VWfans.

It is these Golf fans that Volkswagen wished to activate on the occasion of the launch of the new Golf through the mobile game. A captivating and addictive game, a playful tribute to all the Golf in the world and a celebration of the new Golf : the Golf Challenge.

After downloading the app on their Smartphone, the players went on Golf chase ! The players had 6 weeks to take a maximum number of photos of Golfs in various situations to raise more than a hundred challenges.

For every challenge, the parameters of the image were taken into account: the type of Golf, the model, the color of the vehicle, the geo-localization, the hour of the photo, the number of shares of the photo on social networks or even the altitude of the photo shoot.

For example, "Artist: to photograph ten Golfs of ten different colors ", " Flake: to take one Golf in the mountain ", " Walker: to photograph five Golfs in five different cities. ", " night bird: to photograph one at night golf. ", " very rare: to photograph one Golf VR6 ", or " Mini-golf: Photograph a Golf miniature ".

For every challenge, a badge was unlocked and brought points. The player who accumulated the most points won a new Golf. Other numerous prizes rewarded the best or those who had won specific challenges (Volkswagen jacket, camera, holidays packages, etc.).

Results : 60 000 downloads of the app (n°3 of the french Apple Store), 170 000 photos collected (3 pictures per minute), 60 000 challenges unlocked, 150 000 tweets.

NOTE FOR THE JURY: USE MOBILE URL AS MOCK UP VIDEO OF THE APP.

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