Cannes Lions

Ode to the Bug

DDB MUDRA GROUP, Mumbai / VOLKSWAGEN / 2016

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Supporting Content
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Overview

Entries

Credits

Overview

Description

The Beetle has a fanatical cult following within a niche community in India. There’s no other rationale to buy it other than its emotional and cultural appeal.

So instead of writing a film, we wrote an ode. From the flower power movement to the electrifying drag races; from its place in pop culture to its miniatures on table tops, each verse packs stories about the car and finally leaves viewers with a nudge - to keep the legacy going with the 21st Century Beetle. Using sourced footage (comprising of authentic fan videos), we created a web film which was truly for its fans, by its fans.

The film ended with a link that redirected the viewer to directly book on the booking engine. Here, they could view the car in all its glory, browse through its features, book a test drive and the car itself.

Execution

The film was released on YouTube, Facebook, an exclusive VW microsite and Volkswagen India's official website.

It went live on November 16, 2015 and can still be viewed today.

Outcome

For a thirty lakh car advertised with a minuscule marketing spend on digital medium we received an overwhelming response. By the end of December 2015, the client received 670 booking requests on its microsite (booking engine) and managed to sell 93 cars. The site had 2,97,703 unique visitors with 26,711 page views. The Volkswagen social media page, on the other hand reached 24, 76, 596 people.

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