SPEED AROUND THE WORLD by McCann Erickson Hong Kong for Volkswagen

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SPEED AROUND THE WORLD

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Industry Cars
Media Direct marketing
Market Hong Kong SAR China
Agency McCann Erickson Hong Kong
Executive Creative Director Nick Lim, Spencer Wong
Creative Director Quentin Yeong, Philip Lee, Mark Kong
Art Director Oggy Cheng, James O
Editor Paul Swee
Released July 2009

Credits & Description

Category: Direct Response Digital: Email Marketing
Advertiser: VOLKSWAGEN HONG KONG
Product/Service: GOLF GTI
Agency: McCANN WORLDGROUP
Date of First Appearance: Jul 28 2009 12:00AM
Entrant Company: McCANN WORLDGROUP, Hong Kong, HONG KONG
Entry URL: http://210.177.131.41/awardentry/?volkswagen.gtilovespeed.aroundtheworld
Executive Creative Director: Spencer Wong, Nick Lim (McCann Worldgroup (Hong Kong))
Creative Director: Philip Lee, Mark Kong, Quentin Yeong (McCann Worldgroup (Hong Kong))
Writer: Mark Kong, James Reeves (McCann Worldgroup (Hong Kong))
Art Director: Oggy Cheng, James O (McCann Worldgroup (Hong Kong))
Editor: Paul Swee (Studio 13)
Client Services: Peggy Yang, Jan Lee, Kapri Kwok (McCann Worldgroup (Hong Kong))
Designer: (pill & pillow)
Media placement: Email Marketing - Internet - 1 August 2009

Describe the brief/objective of the direct campaign.
The Volkswagen Golf GTI’ s heritage of performance dates back to the birth of the model, making it a classic icon for speed-freaks. With the launch of long-awaited and massively-anticipated GTI MK VI, we used Speed to create hype among car lovers.

Explain why the creative execution was relevant to the product or service.
How fast can your GTI speed around the virtual world? We set up hundreds of speed meters in different regions, and let your GTI race against the world’s internet bandwidth. Select your route and mail your chosen GTI photo back home in the fastest possible time! Never before an online car launch created such a wealth of speed experiences.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Just 2 weeks before the official shipping day, we created an email viral speed test game; Speed Around The World to excite our target audience and got traffic streaming to our campaign website: www.gtilovespeed.com for other speed-related content.

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.
The results were encouraging: Record-breaking sales for Volkswagen Hong Kong – the first shipment was sold out in a week. Over 795,835 accumulated hits online in the first week of launch.