Volkswagen DM GOLF CHALLENGE by V Agency Paris

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GOLF CHALLENGE

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Industry Candies
Media Direct marketing
Market France
Agency V Agency Paris
Director Arnaud Barral
Creative Director Christian Vince
Creative Melanie Pennec, Jean Weessa
Illustrator Valentin Adam
Released October 2012

Credits & Description

Advertiser: VOLKSWAGEN
Agency: AGENCE .V.
Category: Retention
Advertising campaign: GOLF CHALLENGE
Creative Director: Christian Vince (Agence .V.)
Account Director: Alban Callet (Agence .V.)
Creative: Jean Weessa (Agence .V.)
Creative: Melanie Pennec (Agence .V.)
Web Developpement: Benjamin Przespolewski (Fighting Fish)
Illustrator: Valentin Adam (Playground)
Director: Arnaud Barral (Volkswagen)
Marketing Director: Marc Meurer (Volkswagen)
Account Director: Sophie Barlois (Volkswagen)
Digital Director: Tanguy Hugoo (Agence .V.)

Implementation
We created the GOLFCHALLENGE, the coolest Golf hunt ever. Simple rules : everytime you see a Golf, you take a picture. Each picture earns you points. To encourage the participants more than 100 missions were listed to help you gain points. These challenges all involved Golfs and pushed users to look around for the car in a way they hadn’t been looking for a long time !

Outcome
- 6 weeks of challenge- 60,000 downloads of the app (3rd best of the French Apple Store)- More than 170,000 pictures collected- 60,000 challenges unlocked- +150,000 tweets … 3 pictures taken every minute of the game !- In addition, various countries are adapting the game for their market (including local challenges and prizes).

Execution
This mobile application / game was available on both Android and IOS platforms. Using a badge-like leveling system earning you points and badges as you went up the ladder, we also offered various prizes at various levels : downloadable music, iPhones, trips to Wolfsburg (birthtown of the Golf) and up to the final prize : the new Golf. Every picture / challenge could be shared through Facebook, Twitter and Pinterest to get even more points.

Client Brief Or Objective
With 2 million sold in France, Golf is more than a car, it’s part of the landscape. But because it’s everywhere people don’t look at it anymore. With the new Golf launched, we needed a way to catch people’s attention. We needed a way to engage with our drivers as well as create interest for new buyers. But because Golf could seem so traditional we also needed a new way to do this : using social media, digital, share and like mechanics and getting people to talk about the car and the brand.