Cannes Lions

VOLKSWAGEN AMAROK

ALMAPBBDO, Sao Paulo / VOLKSWAGEN / 2011

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Overview

Entries

Credits

Overview

Execution

The creative solution for the launch of the Amarok was based on 3 pillars: directed actions in partnership with Volkswagen’s CRM; a media convergence strategy combining online and mobile actions; and seeding among opinion leaders related to automobiles, technology and innovation.The diversity of these actions made it possible for us to provide users with a unique experience: they could drive a pick-up truck through a test course live using their cell phones and the Internet.

Outcome

Throughout one week of event, we had 327 LiveTests, which means that the Amarok overcame more than 2,600 obstacles, cruising 784 km for 14 hours. Numbers that remind us much more a rally than a test-drive.

Adding the media efforts to all the buzz reached in blogs and social networks, the Amarok LiveTest generated over half a million unique visitors in the site with an average stay of 6 minutes and a half, which resulted in exactly 7,392 online purchase intentions.

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