Cannes Lions

VOLKSWAGEN RANGE

OGILVYONE WORLDWIDE, Cape Town / VOLKSWAGEN / 2004

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Description

The brief: showcase all VW models, injecting personality into each one. We developed a game that would match a personality type to a model, through a series of simple visual associations - and launched it on Valentine's Day. We conducted research using over 100 employees and brandprints of the models, so that 'matches' were realistic. Quick to play, visually rich, quirkily written, the game went to our e-database and was featured on the Volkswagen website.12.5% of recipients played the game, 6,178 users clicked through from the home page (337 referred by a friend). Volkswagen decided to keep the game available permanently.

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2022, VOLKSWAGEN

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