Volkswagen DM CHRISTMAS COOKIES by DDB Madrid

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CHRISTMAS COOKIES

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Industry Cars
Media Direct marketing
Market Spain
Agency DDB Madrid
Creative Director Juanra Alfaro
Art Director Albert Figueras, Cristina Mascort
Copywriter Lidia Valls, Iratxe Cabodevilla
Released December 2010

Credits & Description

Category: Direct Response Digital: Email Marketing
Advertiser: VOLKSWAGEN
Product/Service: AUTOMOBILE
Agency: DDB SPAIN
Date of First Appearance: Dec 14 2010
Entrant Company: DDB SPAIN, Madrid, SPAIN
Entry URL: http://www.freshlymadevolkswagen.com/mailing/mail/mail_ing.html
Chief & General Creative Director: Jose Mª Roca de Viñals (DDB Spain)
Creative Director: Juanra Alfaro (DDB Spain)
Copywriter: Lidia Valls/Iratxe Cabodevilla (DDB Spain)
Art Director: Cristina Mascort/Albert Figueras (DDB Spain)
Account Manager: Gorka Lozano (DDB Spain)
Creative Coder: Pablo Sanchez (DDB Spain)
Technology Director: Emilio Gonzalez (DDB Spain)
Account Team: Ester Vall/Marta Carre/Susana Ferrer/Thais Ruiz de Alda (DDB Spain)
Media placement: Website - Http://www.freshlymadevolkswagen.com/ - 14th December 2010
Media placement: Emailing - Http://www.freshlymadevolkswagen.com/mailing/mail/mail_ing.html - 14th December 2010
Media placement: Print - El Pais, El Mundo, La Vanguardia, El Periódico De Catalunya, La Razón, Público, - 24th December 2010
Media placement: Facebook - Http://www.facebook.com/volkswagenesp?v=app_10442206389 - 14th December 2010

Describe the brief/objective of the direct campaign.
Every year, Volkswagen creates a Christmas Card signed by its employees and sends it to everyone in their database. However, this year Volkswagen did not want a Christmas Card with elves or Santa Clauses. They wanted something different.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Therefore we created a website where users could prepare, cook and decorate Christmas Cookies in the shape of a Volkswagen Beetle that could be sent to their friends to wish them a Merry Christmas. We asked Volkswagen to prepare their own cookie and to send it to everyone in their database as a present. Once people started getting it, they became curious and not only opened it but also clicked on the email, prepared their own cookies and send them over to their friends via email or Facebook. We also produced real cookies and sent them to the main clients.

Explain why the creative execution was relevant to the product or service.
All in all, this was the first time Volkswagen Spain sent something that was way more than just a Christmas Card. It was an online experience that not only greeted clients for Christmas, but that allowed them to greet their friends with it. This strategy reinforced the brand and achieved the creation of tighter links with clients. Overall, Volkswagen not only managed an impact on their clients but, thanks to viral marketing prospective clients.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
In terms of figures, the Christmas Card achieved an opening rate 53% above the usual rates achieved until then, and a click through rate of 123%. All in all more than 35,000 unique users visited the microsite volkswagenrecienhecho.com in less than 10 days. They stayed in the site an average of 3.16 minutes creating cookies. In fact, 6.000 cookies were created in under 3 days. And 1,295,250 people saw in their Facebook Wall a post about the Christmas Cookie, therefore achieving an impact in more users than those contained in the Volkswagen database. The main automotive blogs and forums commented on the action. And more importantly, it required a media investment of 0 Euros.