Volkswagen Design & Branding #GOLFGTIEXPERIMENT by DDB Madrid

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#GOLFGTIEXPERIMENT

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Industry Cars
Media Design & Branding
Market Spain
Agency DDB Madrid
Creative Director Juanra Alfaro
Art Director Cristian Jimenez, Liana Tavares
Copywriter Nerea Cierco
Account Supervisor Javier Villalba
Released April 2011

Credits & Description

Category: Promotional Item Design
Advertiser: VAESA / VOLKSWAGEN
Product/Service: GOLF GTI
Agency: DDB SPAIN
Chief Creative Officer: José María Roca De Viñals (DDB Spain)
Creative Director: Juanra Alfaro (DDB Spain)
Copywriter: Nerea Cierco (DDB Spain)
Art Director: Cristian Jimenez (DDB Spain)
Art Director: Liana Tavares (DDB Spain)
Account Manager: Gorka Lozano (DDB Spain)
Account Supervisor: Javier Villalba (DDB Spain)
Account Supervisor Online: Thais Ruiz De Alda (DDB Spain)
Account Team: Ester Vall (DDB Spain)
Graphic Production: Elsa Valles (DDB Spain)
Media placement: Mailing - 10 Models Of The Car Sent To 10 Bloggers To Their Personal Street Address - 20th April 2011
Media placement: Bloggers - Víctor Puig, FayerWayer, HighMotor, Copyloto, Good2b, Yorokobu, Loogic, El Último Blog, Motorfull, P - 20th April 2011
Media placement: Social Networks - Facebook, Twitter, Youtube - 20th April 2011

Describe the brief from the client
The Golf GTI is the undisputed leader in its segment and the best positioned car in Volkswagen. It’s a myth with 35 years of history. The brand needed to generate desire and awareness again to increase the leads number through online test drive bookings.
We created #GolfGTIExperiment: a real experiment to find out what we see and feel when looking at a GTI, and the perfect excuse to generate buzz on the net. In addition to achieving this, we needed to involve the 10 most influential bloggers for approximately 45 days.

Describe the challenges and key objectives
- Invite the 10 most influential bloggers to participate in #GolfGTIExperiment.
- Generate buzz through the bloggers for approximately 45 days.
- When the experiment finishes, we needed to release the results. For this, the bloggers were decisive.
- The success of our action lied in the involvement of the bloggers.

Describe how you arrived at the final design
We sent to the 10 bloggers a white model of the car with their name imprinted. To take part in the #GolfGTIExperiment they had to return it to us.
When we had the #GolfGTIExperiment results, we returned his personalised model painted with the attention points that each one registered during the experiment.
The model was crucial. To receive the results on their own car model, turning it into a unique and timeless piece, was an incentive for the bloggers to write up to 2 posts (in order to see the published results).

Give some indication of how successful the outcome was in the market
For each impact, each blogger wrote at least 1 blog post. And thanks to that action we got 5,941,482 impressions within 10 days of posting.
We didn’t only generate conversation, we made more than 25m users join the conversation across different social networks, blogs and motor forums.
The best thing, we reached the goal in less than a month, test drive bookings were 140% more than in any other campaign by the brand to date.