Volkswagen: The Wishwagen by Palm Havas Montreal for Volkswagen

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Volkswagen: The Wishwagen

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Industry Cars
Media Ambient
Market Canada
Agency Palm Havas Montreal
Director Magalie Kim Nguyen
Released February 2012

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: VOLKSWAGEN CANADA
Product/Service: VOLKSWAGEN
Agency: PALM + HAVAS
Director: Kim Nguyen
: Production House (Cinélande)
: Post Production (Vision Globale)
: Sound Production (Sonart)
: Music (Apollo)
Media placement: Video - Volkswagen Canada's YouTube Channel - December 11, 2011

Describe the objective of the promotion.
Volkswagen Canada has been the main sponsor of the 24 hours of the Tremblant charity ski marathon for several years. As such, in the eyes of most participants, Volkswagen is already very closely associated with the event. But this year, they wanted to touch people beyond the boundaries of the resort. Not just participants, but regular people sitting at home – sometimes thousands of miles away. The objective of the promotion was to allow fans around the country who would not be there to feel like they could still participate in what is truly a very special event.

Describe how the promotion developed from concept to implementation.
The 24-hour event raises funds for local charities to help sick kids. The Wishwagen concept came from a desire to give these courageous kids something more personal than a big donation. First, the Volkswagen Canada trailer used at all promotional events would be transformed into a mobile 'Wishwagen' where participants could come in, warm up, and warm the heart of a child with a personal message of support. A Wishwagen microsite was designed so that anyone, anywhere, could visit the site and leave a wish, spreading the concept far beyond the physical event itself.

Explain why the method of promotion was most relevant to the product or service.
Volkswagen Canada is a brand that prides itself on honesty and the special emotional connection it has with many of its customers – a connection that doesn’t necessarily revolve around driving or engineering. That’s why this promotion worked perfectly. It strengthened this emotional bond with fans by touching people’s hearts with something honest rather than a cynical marketing ploy. From a target market perspective, Volkswagen Canada was also speaking directly to one of their key lifestyle demographics.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The Wishwagen trailer was visited 2,300 times over 2 days, with an average time taken to record a message of 4 min 48 sec. CRM and SMM initiatives seeded the Wishwagen pre-event and post-event resulting in over 500,000 impressions, with more than 300 personal messages sent to sick children either at home or in hospital.