Category: Cars & Automotive Services
Advertiser: AMAG AUTOMOBIL UND MOTOREN
Product/Service: VW 4MOTION
Agency: KSB KRIEG SCHLUPP BÜRGE
Creative Director: Uwe Schlupp (KSB Krieg Schlupp Buerge)
Copywriter: Samuel Knaus (KSB Krieg Schlupp Buerge)
Art Director: Flo Wacker (KSB Krieg Schlupp Buerge)
Media Planner: Oliver Schoenfeld (KSB Krieg Schlupp Buerge)
Producer: Beat Lenherr (Panimage)
Director: Vladimir Jedlicke (Panimage)
Cameraman: Tobias Dengler (Panimage)
Sound: Alex Kirschner (Panimage)
Sound: Martin Staehelin (Panimage)
Client Service Director: Marco Serratore (KSB Krieg Schlupp Buerge)
Media placement: TV - ComedyCentral,Nickelodeon Etc. - 1.3.12
Describe the objective of the promotion.
The promotional aim was to demonstrate in a fun way the safety benefits of the 4Motion 4-wheel-drive system, to create a good topic of conversation and a special brand experience and, of course, to sell Volkswagen cars equipped with this technology.
Switzerland has one of the highest densities of 4-wheel-drive vehicles, and this vehicle sector is growing disproportionately fast. So, in a 4-wheel-drive country like Switzerland, familiarity with a brand’s 4-wheel-drive competence is a positive selling aspect.
Describe how the promotion developed from concept to implementation.
The safety benefits of 4Motion are: control on the most adverse surfaces, best handling stability, superb straight-line running and greater driving pleasure. The same benefits are offered by the ice-skating aids which toddlers can borrow at the skating rinks to help navigate the ice with confidence. That’s why the first 4Motion ice-skating aids were developed and made together. As the first of their kind, they demonstrated at the Swiss skating rinks how much safety and pleasure a Volkswagen with 4Motion provides.
Explain why the method of promotion was most relevant to the product or service.
The appeal of a car brand is invaluable, and the little Volkswagens have made hundreds of new fans. They became the centre of attention, whenever they appeared. And it wasn’t just the toddlers who were crazy about them, the adults were equally enthusiastic. Everyone pulled out their cameras to get pictures of the vehicle from every possible angle. Many situations emerged that were reminiscent of a motor show. People talked shop and naturally kept trying to guess which Volkswagen model was behind the ice-skating aid. Such playful involvement with a car brand is extremely relevant.
Describe the success of the promotion with both client and consumer including some quantifiable results.
Volkswagen and the consumers had great fun with the event series. The promotion was also accompanied by a TV spot, social media and PR. On the internet the enquiries about the 4Motion 4-wheel-drive system went up by 200%, and car dealers recorded twice as many test runs with 4Motion models, compared with pre-campaign figures. But the full effect of this promotion on real sales figures is likely to last: the youngest test pilots of the 4Motion ice-skating aid were still less than 2 years old.