VW QR LOAD by DDB Mexico for Volkswagen

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VW QR LOAD

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Industry Cars
Media Ambient, Case study
Market Mexico
Agency DDB Mexico
Creative Director Hache, Pablo Maldonado
Art Director Sergio Ramirez Urriste
Copywriter Aldo Murillo - Sergio Ramírez - Anwar Noriega
Account Supervisor Matias Del Campo - Titi Santos
Released February 2012

Awards

Cannes Lions 2012
Promo and Activation Lions Best Use of Ambient in a Promotional Campaign Bronze

Credits & Description

Type of entry: Use of Promo & Activation
Category: Best Use of Ambient in a Promotional Campaign
Advertiser: VOLKSWAGEN
Product/Service: VOLKSWAGEN CRAFTER
Agency: DDB MEXICO Mexico City, MEXICO
Type of Entry: Use of Promo & Activation
Title: VW QR LOAD
DM/Advertising Agency: DDB MEXICO Mexico City, MEXICO
Chief Creative Officer: Walter Aregger (DDB Mexico)
Chief Creative Officer: Hernán Ibarra (DDB Mexico)
Creative Director: Pablo Maldonado (DDB Mexico)
Creative Director: Hache (DDB Mexico)
Copywriter: Aldo Murillo (DDB Mexico)
Art Director: Sergio Ramírez (DDB Mexico)
Agency Producer: Marcelo Genel (DDB Mexico)
Account Supervisor: Matías Del Campo (DDB Mexico)
Client: Juan Pablo Macfarland (Volkswagen Mexico)
Client: Gabriela Elizaga (Volkswagen Mexico)
Filmmaker: Oliver Castro (DF Films)
Describe the brief from the client
Get Crafter to become a relevant option for small and medium enterprises that require cargo vans.
Increase the perception of cargo capacity superiority for Crafter as it is the No.1 criteria for our target when deciding on their next cargo van.
Describe the creative solution to the brief/objective.
We identified the Central de Abastos as an ideal location for promoting Crafter. It is the largest commercial space in Latin America for trading fruits, vegetables and raw products. In other words, it is the place with the highest affinity for cargo van users. We wanted to make Crafter a relevant and differentiated brand in a place with thousands of product messages and brand promotions. We decided to create a huge structure with a QR Code made with actual boxes of oranges. Our target would scan the code to see a video of how those boxes would fit inside a Crafter.
Describe the results in as much detail as possible.
Thanks to this promotion, Crafter increased brand awareness by 224% among regular visitors of Central de Abastos. Awareness turned into purchase intention as 87% of the interviewed visitors expressed a wish to change their current van vehicle for Crafter. Purchase intention turned into actual sales as the 4 main VW distributors closer to Central de Abastos increased their sales of Crafter by 70% on average during the following 2 months after the activity.
It was relevant because it allowed prospects to experience the larger capacity of Crafter with something new and differentiated that broke the patterns of promotions our target was used to. Showing the cargo capacity of Crafter is something that requires a very long explanation and a video. It was not possible through out-of-home or print advertising. Using TV would be a very expensive and a huge waste considering this was for a very specific target audience. Showing product benefits using a QR Code built using orange boxes demonstrated the main benefit for consumer and the differentiated territory of the brand.