Volkswagen DM SCIROCCO CUP by Ogilvy & Mather Beijing

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SCIROCCO CUP

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Industry Cars, Sports Teams & Events
Media Direct marketing
Market China
Agency Ogilvy & Mather Beijing
Executive Creative Director Doug Schiff
Creative Director Gina Sim
Art Director Robin Hu
Copywriter Sam Sun
Released May 2010

Credits & Description

Category: Flat Mailing
Advertiser: VOLKSWAGEN
Product/Service: VOLKSWAGEN
Agency: OGILVY BEIJING
Date of First Appearance: May 22 2010
Entrant Company: OGILVY BEIJING, CHINA
Entry URL: http://www.our-work.org/vw/sciroccocup/dm
Executive Creative Director: Doug Schiff (Ogilvy Beijing)
Creative Director: Gina Sim (Ogilvy Beijing)
Art Director: Robin Hu (Ogilvy Beijing)
Copywriter: Sam Sun (Ogilvy Beijing)
Agency Producer: Wang Qaqing/Zhuang Yu (Ogilvy Beijing)
Account Team: Wendy Zhang/Michael Meng/Echo Kong/Tracy Chen (Ogilvy Beijing)
Innovation Strategy Team: Sascha Engel/Rita Yang (Ogilvy Beijing)
Media placement: DM - Direct Mailer - May 22, 2010

Describe the brief/objective of the direct campaign.
The target was both new and existing customers.

As the Scirocco Cup Professional Racing Circuit was coming to China, VW wanted to build excitement for the events, and also use the events to leverage their 2010 Scirocco.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Since few people from their target were able to attend the races (or even see them on TV as they were not televised) VW wanted to bring the excitement of the racing experience to people.

A flap/insert on the outside of magazines led the reader to a print ad about the event. The flap turned out to be a racing wheel to be used in the Scirocco Cup 2010 Augmented Reality race that was as near as their computer. The instant racers chose from the 7 tracks that the professional Scirocco Cup races would take place on around the country.

Explain why the creative execution was relevant to the product or service.
Since Scirocco is really a product that attracts young trendsetter and car enthusiasts with a love for modern technology, this creative execution engaged them on multiple levels: speed, competition, new gadgetry, and as an adrenaline-pumping experience, either alone or with friends.

For VW, it supported (and leveraged) the fun, active, tech-advanced attributes which are so important to the brand.

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.
From these insertions came over 900,000 page views, over 200,000 unique visitors and over 50,000 virtually racing on the Scirocco Cup tracks. In addition, huge buzz over the racing game turned into over 52,000 registering for the Scirocco Camp which was a few more than VW could accommodate, but enthusiasm for the race and the Scirocco itself had been attained. Over 7% of the virtual racers signed up for test drives making 2010 VW's best year ever for Scirocco sales.