Volkswagen Case study I´M MY BOSS by Mediacom Buenos Aires

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Industry Cars, Business equipment & services, Corporate Image
Media Case study
Market Argentina
Agency Mediacom Buenos Aires
Art Director Federico Sorda
Copywriter German Barbato
Released March 2010

Credits & Description

Category: Best Use of Audio
Advertiser: VOLKSWAGEN
Product/Service: SAVEIRO
Date of First Appearance: Mar 1 2010
Entrant Company: MEDIACOM, Buenos Aires, ARGENTINA
Chief Operations Officer: Carlos Cianfoni (Mediacom)
Promo & Advertising: Gaston Novoa (Volkswagen)
Art Director: Federico Sorda
Copywriter: German Barbato
Production: Gisselle D´angelis
Entertainment Director: Adriana Vigil (GroupM)
Chief Executive Officer: Sebastian Civit (Mediacom)
Commercial Manager: Lidia Serres (Bloque SA (radio))
Media placement: Radio - Radio uno -El Exprimidor - March 2010

Insights, Strategy & the Idea
VW refresh the new Saverio, a vehicle unit specially designed for the work of SMEs (Small and medium enterprises)

Insight: the user of this segment has a very important goal. They have a very common problem: they are generally running on a tight budget since they are starting their activities.
The consumer needs more that just listing to ads from another brand, they need to create their own so as to be able to grow.

We came up with a campaign distributed in radios, and the main reason to chose this media is because while our target drives the car, they listen to the radio as a sort of company. To gather the most amount of people we chose El Exprimidor, a radio program with a lot of audience.

Creative Execution
That is how IM MY OWN BOSS was created, it’s a segment in which the owners of the SMEs called to share their fun anecdotes from when they started back in the days.

The story that had more votes in one month, VW Saverio would award the winner 1000 seconds to promote their SMEs and also the production of a radio spot.

In other to do all this we had to make a deal with El Exprimidor’s radio host, Ari Paluch, due to his audience matched our target.

Results and Effectiveness
A lot of anecdotes were posted on the radio station's website, 8 were chosen to air and share their experience with the rest of the audience who voted for their favourite one (more than 1.000 radio votes) We finally had a winner, to whom VW produced 2 radio spots that aired for a whole month in El Exprimidor.

Saverio’s growth was influenced by this in a 45% of its sales (in comparison to the last year)