Volkswagen: REAR VIEW COLLAR, 1

Credits & Description:

Advertiser: VAESA
Agency: DDB SPAIN
Category: Flat Mailing
Advertising campaign: REAR VIEW COLLAR
Production Company: (Fandango Films / Antiestatico)
Account Manager: Javier Villalba (DDB Spain)
Executive Producer: Enrique Feijoo (DDB Spain)
Executive Producer: Pablo Perez-Paya
Art Buyer: Carmen Torrado (DDB Spain)
Art Director: Cristina Rodriguez (DDB Spain)
Copywriter: Cristina Rodriguez (DDB Spain)
Director: Fever
Copywriter: Guillermo Santaisabel (DDB Spain)
Creative Director: Guillermo Santaisabel (DDB Spain)
Chief Creative Officer: Jose Mª Roca De Viñals (DDB Spain)
Photographer: Alberto Escudero
Producer Manager: Alex Martin
Agency Producer: Elena Carrasco (DDB Spain)
Account Director: Gorka Lozano (DDB Spain)
Producer: Natacha Martin
Client Brief Or Objective
To communicate in a noticeable and affordable way the Rear-view Assist Technology from Volkswagen, which, thanks to an integrated camera placed on the rear of the car, allows the driver to view obstacles situated in the area behind the vehicle.In order to reach as many of our target audience as we could, we used a different type of media, one that could roam freely through the city: dogs.
Implementation
To achieve a notorious communication and one that demonstrated the advantages of the Rear-view Assist Technology, we used pet cones. An Elizabethan collar, design to prevent dogs from turning their heads and hurting themselves.We created the REAR-VIEW COLLAR, and sent it to veterinary clinics, so that anyone who needed it would put it on their dog and go on walks with it. Bringing our message to life and spreading it through the city.
ExecutionThe Elizabethan collars are design to prevent dogs from turning their heads and hurting themselves. We used this innovating medium to promote the Rear-view Assist Technology from Volkswagen, which, thanks to an integrated camera placed on the rear of the car, allows the driver to view obstacles situated in the area behind the vehicle.In a very affordable and innovating way, we advertised the Rear-view Assist Technology through the city, reaching large numbers of our target audience.
Outcome
• 60 veterinary clinics contacted in Madrid and Barcelona.• 40 of them asked for more samples (packs of 50 collars).• Over 2000 pet cones delivered to veterinary clinics.• Of which we estimate:• 60% used for dogs that go for walks at night (4 people impacted per walk, 4800 daily impacts).• 40% used for dogs that go for walks during the day time (10 people impacted per walk, 8000 daily impacts).• During the campaign, visits to dealerships near the clinics rose.• Some veterinarians even asked for possible discounts in exchange for distributing the collars.• All of this with an estimated budget of €7,500.