Volkswagen DM GREAT FOR THE PRICE OF GOOD by Akqa San Francisco

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Industry Cars
Media Direct marketing
Market United States
Agency Akqa San Francisco
Associate Creative Director Jefferson Liu
Creative Director Ginny Golden
Released December 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: VOLKSWAGEN
Product/Service: VW JETTA
Agency: AKQA
Date of First Appearance: Dec 13 2010
Entrant Company: AKQA, Washington, USA
Entry URL:
Creative Director: Ginny Golden (AKQA)
Associate Creative Director: Jefferson Liu (AKQA)
Senior Copywriter: Dara Moss (AKQA)
Senior Designer: Eric Lohman (AKQA)
Senior Designer: Ege Celengil (AKQA)
Director of Technology: Doug Smith (AKQA)
Senior Account Executive: Sarah Cheffy (AKQA)
Senior Creative Developer: Zack Dolin (AKQA)
Technical Manager: Adam Kahn (AKQA)
Web Developer: Brian Williams (AKQA)
Quality Assurance Manager: Rick Fulgencio (AKQA)
Quality Assurance Analyst: Sammy Meyerwitz (AKQA)
Account Director: Katie Fouts (AKQA)
Director of Production: Ian Richards (AKQA)
Media placement: Digital Presence - - 13 December 2010
Media placement: Digital Presence - - 13 December 2010
Media placement: Digital Presence - - 13 December 2010
Media placement: HTML Email - 2011 Sent To Jetta Owners And Handraisers - 13 December 2010
Media placement: TV Appearance - CBS Early Show - 15 December 2010
Media placement: Social Media Presence - Facebook - 13 December 2010
Media placement: Social Media Presence - Twitter - 13 December 2010
Media placement: SMS Blast - Sent To Jetta Owners And Handraisers - 13 December 2010

Describe the brief/objective of the direct campaign.
With the launch of the all-new 2011 Jetta, Volkswagen wanted consumers to remember its new, attractively-low starting price of $15,995. Our challenge was to position the Jetta as both a great deal while maintaining its desirability and reputation as a premium product.

To celebrate Volkswagen’s position for the all-new 2011 Jetta, “Great. For the Price of Good.”, we captured the attention of our audience with a groundbreaking online event. Our plan was to sell three cars over three days at one special price.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
With the help of Volkswagen product specialists, we customized an exclusive trim level of the Jetta for the sale, featuring an available exterior in Gilt’s signature gold colour. Making it the season’s hottest accessory.

Since only three cars would be available, we offered a waiting list to Jetta enthusiasts. As a reward for signing up, we would send a $500 coupon towards the purchase of an all-new 2011 Jetta. That way, everyone could really feel like they could get something “Great. For the Price of Good.”

Explain why the creative execution was relevant to the product or service.
We worked with flash sale luxury retailer Gilt Groupe, whose website and mobile app are dedicated to selling high quality goods at great prices. Users were shocked to see that when we featured the all-new 2011 Jetta in the store, we knocked the 1 off of the starting price – making it only $5,995.

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.
Volkswagen scored over 94MM impressions and $1,441,919 in earned media, while the three sales of the all-new 2011 Jetta on Gilt Groupe resulted in over 54K Wait List signups and over 34K downloads of the Gilt Groupe mobile applications.
Volkswagen saw:
• Over 700K Volkswagen Brand Page views on
• Over 290K Gilt Groupe mobile application sessions
• 80 media placements for campaign coverage
• Over 1,500 total articles, including social media mentions, blog entries and message board posts
• Reviews with positive sentiment outweigh reviews with negative sentiment by five times
• 300% increase in social media buzz