Media > Product and Service
SHORT BUT FUN MOBILE CASE
DDB GERMANY, Dusseldorf / VOLKSWAGEN / 2007
Awards:
Overview
Credits
Overview
CommunicationGoal
The task was to get young drivers excited about the VW Fox, the smallest VW. So exited that they would sign up for a test drive with the car. We were supposed to achieve that in a way that reflects the car’s claim "Short but fun" perfectly. Also, the campaign needed to be tailored to our target group, which is very mobile.
Effectiveness
The result of the 2 week campaign: 39,324 film downloads and 406 people newly registered for VW Fox test drives.
Execution
We created a mobile campaign: We made 3 commercials retelling Hollywood blockbusters in 30 sec., featuring animated bunnies. Short but fun. And for mobile phones only. To distribute them, we installed bunny shaped Bluetooth download stations in 10 big German cities. Here, passers-by could download the ads to their mobile phones. Also, by sending an SMS to 72990, they could access a "Short but fun" WAP site to get all 3 commercials, wallpapers, ringtones and the posibility to sign up for a test drive.
MediaStrategy
Our target goup are young drivers, especially beginners. They very familiar with the bluetooth functions of their mobile phones.
More Entries from Cars & Automotive Services in Media
24 items
More Entries from DDB GERMANY
24 items
