Cannes Lions

VW GOLF

DDB GROUP BELGIUM, Brussels / VOLKSWAGEN / 2012

Awards:

4 Shortlisted Cannes Lions
Presentation Image
Film
Film
Film
Film
Film
Film
Film
Film
Film
1 of 0 items

Overview

Entries

Credits

Overview

Description

Despite the fact that the Golf6 is in the last year of its lifecycle, our client still needed to sell more. How do you re-launch desire for an end of lifecycle car that has been so popular that people don't notice it anymore? It had become a victim of it's own success. To make matters even worse, the competition was very stiff: the Golf's main competitors, Ford Focus, Renault Megane and Opel Astra had all been renewed recently. The Golf is a car with lots of personal stories attached to it: every Belgian has been driving a Golf. Our campaign aimed to re-launch Belgian's love for the Golf: it was built around a mobile game that stimulated people to rediscover the Golf's heritage by taking pictures of it. The more pictures you took, the more points you collected. The game was promoted by a campaign in TV, radio and posters.

Execution

The campaign was kicked off by a radio, TV, press, billboard and internet campaign reviving people’s memories about the Golf and inviting them to go Golf spotting with the Golf Story app. The game encouraged people to share their pictures. The fact that there are so many Golfs around was turned into a starting point for a game of Golf spotting and making people aware again of the legend the Golf actually is. The clever use of print media as not only a means to revive the brand but as an integral part of the game play makes traditional media very relevant. The mobile game encouraged people to spot as many Golf's as possible and share them on Facebook and Twitter. The mobile game was complemented with a radio, TV, print campaign to create wider awareness of the Golf's heritage and to stimulate downloads of the mobile game.

Outcome

Golf Story Game re-launched the Belgians' love affair with the Golf.• For 2 months our campaign put the Golf at the centre of conversations;• 2 weeks after launch the Golf Story Game app's popularity overtook Angry Birds in the Belgian App Store;• 100,000+ photos were submitted.• 15,000+ pictures were shared on Facebook/Twitter.

Similar Campaigns

12 items

DNA

ALMAPBBDO, Sao paulo

DNA

2016, VOLKSWAGEN

(opens in a new tab)