Cannes Lions

PLAY THE ROAD

TRIBAL DDB WORLDWIDE, London / VOLKSWAGEN / 2014

Presentation Image
Supporting Content
Case Film

Overview

Entries

Credits

Overview

Description

The UK has a very strict code for Broadcast media in relation to featuring dangerous driving and excessive speed. We undertook a number of steps to clarify and highlight the precisions taken. We released the film online where pre-clearance from publishers or regulators is not required

Execution

Play the Road: an app that lets you create and control music by driving.

The app connects to the GTI’s on-board computer and converts your driving data into music. Your GPS location even changes the mood of the composition to match your surroundings.

Made in collaboration with Underworld, the app took over 8 months of coding, composing and test-driving to complete. Resulting in a raft of sharable content that documented the making of the app and a final drive/performance.

Fans and followers then entered a social competition for their chance to get behind the wheel and try it for themselves.

Outcome

Since its launch in November, ‘Play the Road’ has achieved over 3.6m YouTube views, and been picked up by national and international media including: BBC World News, Wired and The Times. Delivering substantial uplift for Volkswagen in the following areas (source: hall & partners tracking; amongst recognisers):

Desirability: +12

Innovative +7

Sales

Golf sales since Play the Road’s launch increased 11% year on year (source: SMMT), a rate of growth significantly above of pre-campaign launch.

JURY: password is pl4yth3ro4d

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