Category: Best Use of Outdoor
Advertiser: VOLKSWAGEN
Product/Service: GOLF GTI
Agency: ACW GREY
Media Agency: MEDIACOM ISRAEL, Ramat Gan, ISRAEL
Chief Creative Officer: Tal Riven (ACW GREY)
Creative Director: Moti Rubinstein (ACW GREY)
Copywriter: Uri Marek (ACW GREY)
Art Director: Irena Moravin (ACW GREY)
Art Director: Moti Rubinstein (ACW GREY)
Account Supervisor: Tali Bielski (ACW GREY)
Advertiser's Supervisor: Marina Cherepnin (ACW GREY)
Account Manager: Dani Brande (ACW GREY)
Planner: Sagi Itzkoviz (ACW GREY)
Manger: Gilad Kat (Mediacom)
Manger Buyer: Galit Aharonovitch (Mediacom)
Media Buyer: Adi Yaron (Mediacom)
Media placement: Outdoor - 6 Spots - ABOUDY - RAMAT HASHARON - 5 August 2011
Insights, Strategy & the Idea
In Israel, Volkswagen Golf GTI appeals to a young "need for speed" audience. The average Golf consumers respect the brand but not truly understand the advantage it has on other brands with its unique GTI engine.
Our insight was based on the fact that they sure would like to take that kind of car for a "Special" test drive and check the acceleration power themselves, but might not do it.
So how can you make drivers feel the acceleration power of the Golf GTI engine, and do a test drive… in their own private cars?
Creative Execution
First we measured the distance that Golf GTI travels when accelerating from 0 to 100 km/h.
Then we put up billboard ads positioned exactly 95.83 meters apart.
On the first billboard we put up the message: "From 0", and on the one that follows the message "to 100 km/h in 6.9seconds".
Those two billboards combined made a simple yet smart message: "From 0 to 100 km/h in 6.9seconds".
Thousands of drivers that passed those signs could experience and compare, in real-time, the difference between their private car and the new Volkswagen Golf GTI.
Results and Effectiveness
Over 500,000 drivers were exposed to the campaign in real-time.
Blogs, news papers, TV and Radio shows talked and complimented the initiative mentioning the Golf GTI, therefore giving us free platforms for our message.
In Israel alone, the sales of the VW Golf GTI increased by 19% during on month.