Volkswagen Case study Don´t make up and drive [Video] by DDB Wien

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Don´t make up and drive [Video]

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Industry Cars
Media Case study
Market Germany
Agency DDB Wien
Production MR. BOB Films
Director Milo Heller
Creative Director Marc Isken, Nils Haseborg Ddb Tribal Group
Art Director Lilli Langenheim
Copywriter Valerie Von Meiss
Producer Ben Foehr
Editor Sebastian Gross
Released July 2012

Awards

Clio Awards, 2013
Innovative Media - Silver

Credits & Description

Category: Best brand or product integration into an existing TV show or series
Advertiser: VOLKSWAGEN
Product/Service: ROAD SAFETY MESSAGE
Agency: DDB TRIBAL GROUP
Chief Creative Officer: Eric Schoeffler (DDB Tribal Group)
Creative Director: Marc Isken (DDB Tribal Group)
Creative Director: Nils Haseborg (DDB Tribal Group)
Art Director: Lilli Langenheim (DDB Tribal Group)
Copywriter: Valerie Von Meiss (DDB Tribal Group)
Account Manager: Christina Mueller (DDB Tribal Group)
Agency Producer: Susi Schneider (DDB Tribal Group)
Film Production Company: (Mr. Bob Films)
Editor: Sebastian Gross (Pirates 'n Paradise Berlin)
Cinematographer: Michael Schreitel
Artist: Nikkie De Jager
Set Design: (Croft Company)
Post Production: (Pirates 'n Paradise Berlin)
Producer: Ben Foehr
Project Management: Hakan Çırak
Director: Milo
Sound Design: Kai Hoffmann (Giesing Team)
Media placement: Viral - Internet - 05.04.2012

Campaign Description
With the Interstate Broadcasting Agreement, the instrument is governed by a detailed regulation for television. It ties in with the EU Directive for audio-visual media services. A prohibition of product placement lies at core of the regulation. At the same time, the instrument is considered permissible for individual broadcast formats. They are fictional programmes (motion picture, TV series, TV films), sports formats and light entertainment shows. Product placement in these formats is permitted for private broadcast companies for remuneration and public broadcasting services for a free provision of props. A prohibition of product placement applies to news broadcasts, children's programmes, advisory and consumer shows, as well as broadcasts on current political affairs. In addition to this stipulation of exceptions, where the instrument is licit, there are further framework conditions. To ensure the transparency requirement, programmes with product placement have to be identified as such.
With regard to the Internet, the regulations of the telecommunication media act apply which the Interstate Broadcasting Agreement has also adopted. Here the transparency requirement is merely alluded to.

Effectiveness
Volkswagen stands up for the highest safety norms in today’s road traffic. A shockingly high and dark figure of half a million car crashes a year are caused by women drivers applying make-up in the UK. This made us react to raise awareness of this inconspicuous danger. Based on this insight, the aim of our campaign was to address a target audience of women drivers, and educate them about the unknown danger of putting on make-up while driving.
Together with a famous haul girl, Nikkie, with over 170,000 subscribers we created a tutorial carrying our warning message. The video appeared to be like any other, until Nikkie suddenly crashes into the camera while putting on make-up.

Implementation
The content uses a new internet phenomenon to deliver its message: Haul channels. Hundreds of millions of women learn all about the latest trends here. The videos on these channels consist of ordinary girls, who buy cosmetics followed by an online make-up tutorial.

Outcome
Without seeding, without €1 of media spend, our video had over 150,000 views, 4,000 ‘likes’, thousands of re-tweets and lots and lots of blogs reporting on it within 2 weeks. Thousands of comments prove that we haven’t just come up with a surprising viral, but we’ve really got women thinking that life’s not worth risking – even for the most beautiful make-up.