MEDIACOM, New York / VOLKSWAGEN / 2013
With relatively few regulations compared to other markets, branded content and entertainment have flourished in the United States.
Integration into TV shows and films, however, is often a challenging process for brands. It can be difficult for brands to find an organic fit with the right show and the most promising audience.
Furthermore, brands have trouble finding the best opportunities to deliver on their business objectives. The allure of the brand often ends on screen, as TV integrations do not always lead to an increase in sales.
This wasn’t just a cage, but a perfect replica of the iconic car. The frame and design was unmistakably Beetle, down to the last detail.
To drive home our impressive feat, we produced a series of mini-episodes that chronicled our development process: from design to construction to finally dropping it into shark-infested waters.
To build buzz, we showcased the Beetle Shark Cage at a VW dealer event and a huge Shark Week premiere party. The Shark Observation Cage became a hotly anticipated pop culture event in itself, with coverage in the New York Times, Advertising Age and more.
Our episodes then aired on TV and online, with viewers able to watch grab additional content on our tablet co-viewing app.
Meanwhile, Volkswagen had 100% share-of-voice on the Shark Week landing page, with brand messaging across Discovery digital properties.
In only one world can a beetle take on a shark… and win!
Average engagement on the Shark Week site was an incredible 28.5 minutes, with five million views overall. The VW playlist had 350,000 views with a way-above-average 65% completion rate.
Brand recall, likeability and brand opinion scores all SHOT past competitive benchmarks, and the campaign was named best in content marketing at the Creative Media Awards.
Most importantly, VW saw an immediate and significant impact on sales: Beetle monthly sales topped 3,000 units – the highest total of the year!
And who drove the jump? It was all about the guys, with the percentage of male buyers jumping to 40% – a lift of 20%.
McCANN ERICKSON PORTUGAL PUBLICIDADE, Lisbon
2006, AUTOMOVEL CLUBE PORTUGAL