Volkswagen: REAR VIEW COLLAR, 2

Credits & Description:

Advertiser: VAESA
Agency: DDB SPAIN
Category: Cars & Automotive Services
Advertising campaign: REAR VIEW COLLAR
Production Company: Antiestatico
Art Buyer: Carmen Torrado (DDB Spain)
Copywriter: Cristina Rodriguez (DDB Spain)
Agency Producer: Elena Carrasco (DDB Spain)
Producer Manager: Alex Martin
Account Director: Gorka Lozano (DDB Spain)
Art Director: Cristina Rodriguez (DDB Spain)
Executive Producer: Enrique Feijoo (DDB Spain)
Account Manager: Javier Villalba (DDB Spain)
Executive Producer: Pablo Perez-Paya
Producer: Natacha Martin
Photographer: Alberto Escudero
Copywriter: Guillermo Santaisabel (DDB Spain)
Creative Director: Guillermo Santaisabel (DDB Spain)
Chief Creative Officer: Jose Mª Roca De Viñals (DDB Spain)
Production Company: Fandango Films
Director: Fever
Effectiveness
• 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€.
Strategy
The objective was to advertise 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.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. More specifically, the dogs would need an Elizabethan collar, design to prevent dogs from turning their heads and hurting themselves.
Execution
The Elizabethan collars are design to prevent dogs from turning their heads and hurting themselves. We used this innovating medium to create the Rear-view Collar and to make the Rear-view Assist Technology from Volkswagen known, 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.We sent the REAR-VIEW COLLAR to veterinary clinics, so that anyone who needed it could put it on their dog and go on walks through the city with it. Advertising the Rear-view Assist Technology from Volkswagen in a very notorious way.