Cannes Lions

READY, SET, GOOOOLF!

MEDIACOM, New York / VOLKSWAGEN / 2015

Awards:

1 Shortlisted Cannes Lions
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Case Film

Overview

Entries

Credits

Overview

Execution

With each goal scored, we were ready to celebrate IMMEDIATELY.

The celebratory videos and banners were posted on social media and alongside ESPN and Univision

On Twitter, we ran the Promoted Trend #VWGolfGTI, targeting relevant users and keywords.

To gain further credibility with fans, we worked with on-air talent from ESPN and Univision (including famed sports commentator Andres Cantor) to create performance-focused vignettes to air on TV.

Next, we secured spots in every single match across the networks, alongside companion digital placements online, including homepage takeovers and a sponsorship of the Univision Fan Forum.

Outcome

Fast Company called us one of the best unofficial World Cup campaigns, and our real-time content was a huge hit with viewers!

10+ million views on YouTube, with the overall campaign generating 1.4 billion earned media impressions

843% lift in mentions of @VW on the day of the Promoted Trend vs. the daily average 7 days prior

201% increase in model page visits YOY

Achieved 122% of our sales objective

To top it off, the campaign resulted in Volkswagen’s share-of-shopping on industry-leading source Kelley Blue Book increasing nearly 20%, more than any other brand, including official World Cup sponsors.

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2019, VOLKSWAGEN

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