Cannes Lions

STREET QUEST

OGILVY & MATHER CAPE TOWN, Cape Town / VOLKSWAGEN / 2013

Awards:

5 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Description

There’s a Volkswagen on just about every road in South Africa. But Volkswagen wanted to find them all and prove that after 60 years in the country, they were still the most loved and reliable car brand.

We launched Street Quest: an online game with a simple objective – use Google Street View to find and ‘pin’ as many Volkswagens in South Africa as possible.

With over 400 000 pins at the end of the four-week game, Street Quest proved one thing for certain: there really are a lot Volkswagens in South Africa.

Execution

We used Google Street View as the basis for the online game because Google had done us a huge favor by photographing almost every Volkswagen on the streets of South Africa.

Without having to change a thing, or spend millions dollars, we had the canvas for Volkswagen Street Quest.

The game was relevant to Volkswagen because players needed to physically find as many Volkswagens in Google Street View as possible if they wanted to win a weekly challenge and progress to the Grand Final - Street Quest in real life.

Outcome

- Over the 9 week campaign period, more than 413,558 Volkswagens were found and ‘Pinned’.

- Players spent an average of 10 minutes playing the game.

- The number of Page Likes on the Volkswagen South Africa Facebook Page more than doubled in size.

- The Facebook Page’s Total Average Weekly Reach grew from 103,993 to 621,530 unique users, with a peak of 1006,660 during Quest 3.

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