Cannes Lions

Personalized Songs

GRABARZ & PARTNER, Hamburg / VOLKSWAGEN / 2017

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Overview

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Credits

Overview

Description

You can change a few details about a car – but usually, with cars it is just like with songs: There’s only one version available. Until now: With the new Volkswagen up!, the most customizable car from the Volkswagen portfolio.

We turned the medium of radio into a configurator you can hear – and implemented this level of customization into songs.

At first, it sounds like a typical song, played on radio. But all of a sudden a voice asks the listener to change the song to his own – suggested – taste. From now on the song is constantly configurated. Everything changes. From the singer, the instruments, genre, to sounds representing personal memories or wishes of the listener. In the end, the original song can be still recognized somehow, but has changes entirely. Completely customized. Just like it is possible now with the new Volkswagen up! in the online configurator.

Execution

Three different radio adverts were aired over a time of 2 days.

Outcome

With a channel strategy adjusted right to our target groups' musical environment, we were able to reach out to them in particular and drive them right to the configuration microsite of the new Volkswagen up! Already in the campaign’s first week, it led to a remarkable traffic:

- Avarage time spent per visit: 2,4 minutes (excluding single-hit visits)

- Average page views per day: 4.374.

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2022, VOLKSWAGEN

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