Volkswagen Case study Don't Make Up and Drive [Video] by DDB Berlin

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Don't Make Up and Drive [Video]

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Industry Cars
Media Case study
Market Germany
Agency DDB Berlin
Chief Creative Officer Eric Schoeffler
Creative Director Marc Isken, Nils Haseborg
Art Director Lilli Langenheim
Copywriter Valerie Von Meiss
Production MR. BOB Films
Director Milo
Released May 2012

Awards

Clio Awards, 2013
Innovative Media - Silver

Credits & Description

Entrant: DDB Tribal Group, Berlin
Volkswagen - "Don't Make Up and Drive"
Corporate Name of Client: Volkswagen AG
Client Account Director: Cornelia Kabelitz
Agency Account Director: Susanne Plümecke
Account Manager: Christina Mueller
Agency: DDB Tribal Berlin, Berlin
Chief Creative Officer: Eric Schoeffler
Creative Directors: Marc Isken/Nils Haseborg
Copywriter: Valerie von Meiss
Art Director: Lilli Langenheim
Agency Producer: Susi Schneider
Project Manager: Hakan Çırak
Production Company: MR. BOB Films, Berlin
Director: Milo
Producer: Ben Foehr
Artist: Nikki de Jager
Cameraman: Michael Schreitel
Set: Croft Company
Post-Production Company: Pirates 'N Paradise
Editor: Sebastian Gross
Sound Design: Giesingteam Kai Hoffmann
Speaker: Sanny van Heteren
Description of the Project
Volkswagen supports the highest standards for safety on the road. An alarming figure by The Telegraph reported half a million car crashes in the UK are caused by women applying make-up while driving. We believed that it was time to raise awareness of this inconspicuous danger.
The goal of the campaign was to educate female drivers on the dangers of applying make-up while driving. Our idea was to place our message exactly where women spend time thinking about “make-up”: Haul channels (Tutorial videos on Youtube).Thats why we cooperated with one of the best-known make-up artists and entered one of her videos: Nikkie. Her channel has over 190,000 subscribers and her videos have had over 30 million views.
The video began like any other of her videos, narrating as she applies make-up, until she is suddenly flung towards the camera as if she had been in a car accident.
Since going live on Youtube, the video has had over 1,360,000 views, thousands of re-tweets and lots of blog posts. Thousands of comments prove that we’ve really got women thinking that life’s not worth risking – even for the most beautiful make-up.

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.