Volkswagen: CYLINDER DEACTIVATION

Credits & Description:

Advertiser: VOLKSWAGEN
Agency: DDB BRUSSELS
Category: Cars & Automotive Services
Advertising campaign: CYLINDER DEACTIVATION
Copywriter: Kevin Timmermans (DDB Brussels)
Art Director: Gregory Noel (DDB Brussels)
Creative Director: Peter Aerts (DDB Brussels)
Account Manager: Silvie Erzeel (DDB Brussels)
Graphic Designer: Benjamin Hiffe (DDB Brussels)
Strategic Planner: Dominique Poncin (DDB Brussels)
Strategic Planner Jr: Maarten Van Daele (DDB Brussels)
Executive Creative Director: Peter Ampe (DDB Brussels)
Brand Manager: Tony Peetermans (D Ieteren Belgium)
Marketing Manager Belgium: Nicolas Deturck (D Ieteren Belgium)
Account Executive: Quentin Maryns (DDB Brussels)
Account Director: Sylvie De Couvreur (DDB Brussels)

Strategy
The new Golf 7 became Car of the Year 2013 thanks to its numerous technological innovations, which are pretty rare for a car in its segment. As it was impossible to highlight all the car's innovative features in one single campaign, we had to find different ways to present them to the public. How could we explain in a simple way what 'Active Cylinder Deactivation' does? Not only the name sounds complicated, the technology behind the name is complex as well.

Effectiveness
By demonstrating the benefit of 'cylinder deactivation' in a extremely targeted way, this campaign contributed to the innovative image of the Golf 7 and to a very successful launch of the model on the Belgian market.

Execution
As 'Active Cylinder Deactivation' technology kicks in when driving in slow traffic, we made our ad visible to drivers who need to drive slowly: at the rear of city buses.