Volkswagen Digital, Case study Volkswagen Stroller by Achtung! Amsterdam

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Volkswagen Stroller

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Industry Cars
Media Digital, Interactive & Mobile, Case study
Market Netherlands
Agency Achtung! Amsterdam
Director Jonathan Elbers
Creative Director Mervyn Ten Dam
Creative Bert Marissen, Alexis Jabbour
Producer Robert Nan, Fenna Breitbarth, Emily Kroes, Elke Ter Bogt
Released June 2015

Awards

Eurobest Awards, 2015
Interactive Online Video: Social Video Bronze Eurobest

Credits & Description

Client: Pons Automobielhandel
Product: Automotive
Entrant: Achtung! Amsterdam, The Netherlands
Title: Volkswagen Stroller
Product/Service: Automotive
Entrant Company: Achtung! Amsterdam, The Netherlands
Advertising Agency: Achtung! Amsterdam, The Netherlands
Media Agency: We Are First Amsterdam, The Netherlands
Production Company: Magic Bullet Amsterdam, The Netherlands
Production Company 2: Sizzer Amsterdam, The Netherlands
Creative Director: Mervyn Ten Dam (Achtung!)
Creative: Bert Marissen (Achtung!)
Creative: Alexis Jabbour (Achtung!)
Producer: Emily Kroes (Achtung!)
Producer: Elke Ter Bogt (Achtung!)
Director: Jonathan Elbers (Czar)
Producer: Fenna Breitbarth (Czar)
Online: The Ambassadors
Sound Company: Sound Circus
Music: Sizzer
Prototype Development: Magic Bullet
DOP: Daan Nieuwenhuijs (Czar)
Producer: Robert Nan (Czar)
Entry URL: http://www.youtube.com/watch?v=IcMJWyEAKxw
Creative Execution
To really prove VW’s positioning as a user-centric innovator, we invited Timo as ambassador of the 180,000 Facebook fans, to the Volkswagen HQ to help us build the next generation baby stroller to showcase VW’s two main technologies: adaptive cruise control and automatic braking. We made a short film referencing our campaign, telling Timo’s story and introducing the stroller as if it could be the next new product coming from Volkswagen. We sent out press releases to various publications, with specific narratives for each relevant reader groups (parents/mothers, automotive, tech and gadget).
Initially, we aimed for 300,000 views generated by earned media. At the end of the campaign over 400 online publications had written about our video including Huffington Post, Buzzfeed and Yahoo. Volkswagen got showered with questions from all over the world. Our video was viewed
231,864 times with an engagement rate of 1.2% and the video got shared vociferously on social media reaching a total of 14,644,024 impressions.
In our 2015 brand campaign for Volkswagen, we showed a mom expecting a stroller to brake automatically, just like her VW. One comment by Timo Ros sparked a spirited debate on new uses for VW break assist technology, creating an opportunity to strengthen the relationship with Volkswagen’s most dedicated brand ambassadors. We wanted bring this conversation to a larger audience, while highlighting two of VW’s most innovative technologies: adaptive cruise control and automatic braking. It’s not often that you get the chance to truly bring your audience’s collective imagination to life, so we jumped right on the opportunity to create a great innovation that made VW relevant beyond cars. To emphasize VW as user-centric innovator, we invited Timo to become the ambassador of 180,000 Facebook fans, join us at the Volkswagen HQ and help mold the creative power of the crowd into a real prototype designed by VW fans.