Volkswagen Case study TEST DRIVE by Try/Apt Oslo

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Industry Cars
Media Case study
Market Norway
Agency Try/Apt Oslo
Art Director Markus Lind, Thorbjorn Ruud
Copywriter Jonas Grønnern, Eva Sannum, Petter C. Bryde
Released March 2011


Cannes Lions 2011
Media Lions Best Use of Print Bronze
Promo & Activation Lions Best Use of Print or Standard Outdoor in a Promotional Campaign Bronze

Credits & Description

Type of Entry: Use of Promo & Activation
Category: Best Use of Print or Standard Outdoor in a Promotional Campaign
Advertiser/Client: VOLKSWAGEN
Product/Service: VW PASSAT
Sales Promotion/Advertising Agency: TRY ADVERTISING AGENCY Oslo, NORWAY
Copywriter: Petter Bryde (TRY Advertising Agency)
Art Director: Thorbjorn Ruud (TRY Advertising Agency)
Account Director: Morten Polmar (TRY Advertising Agency)
Account Manager: Cathrine Wennersten (TRY Advertising Agency)
Copywriter: Eva Sannum (APT)
Art Director: Markus Lind (APT)
Account Director: Ole Hustad (APT)
Copywriter: Jonas Grønnern (TRY Advertising Agency)
Account Director: Lars-Kristian Harveg (TRY Advertising Agency)
Mac Designer: Ole Jakob Boe Skattum (TRY Advertising Agency)
Mac Designer: Thomas Braten (TRY Advertising Agnecy)
Production Company: Mobiento (Mobiento)
Describe the brief from the client:
We developed a promotional campaign, targeted towards innovators and early adaptors in the market, by giving them an opportunity to try out the new innovations by using new innovations. We published a print ad as a test road in Norways leading magazines inviting potential costumers to download an iPhone app and try out the innovations for themselves.
Describe how the promotion developed from concept to implementation:
Volkswagen dealers invited potential buyers to download a free application and told that they could test drive the new Volkswagen Passat in tomorrow's newspaper. Advanced driving assistance systems and safety solutions can be difficult to explain. Therefore, we let customers try out the innovations themselves, by launching an app that allows them to test drive a car with an ad as a testroad. It was easy for Volkswagen dealers to send out the link to customers that already was Passat owners. By clicking on the dealer button, they found the nearest dealer for a real test drive.
Describe the success of the promotion with both client and consumer including some quantifiable results:
The day after the SMS was sent to potential customers, the application was number one of the downloaded applications in AppStore Norway, in the category Utilities. Volkswagen dealers received hundreds of requests for a real test drive. Anyway. This solution should do more than lead to measurable numbers, it should consolidate Vokswagens position as the most innovative car brand. According to surveys done in the Norwegian market, Volkswagen has increased awareness of their pay off, innovations to the masses. Volkswagen Passat is Norway's most sold car so far this year.
Explain why the method of promotion was most relevant to the product or service:
Volkswagen's goal is to be ahead when it comes to technology and innovations. With this promotion they talk not only about being the best at innovation, but displays it in a way that is an innovation in itself.