ELECTRIC CAFE by Ogilvy & Mather Beijing for Volkswagen

Adsarchive » Print ads , Outdoor » Volkswagen » ELECTRIC CAFE

ELECTRIC CAFE

Pin to Collection
Add a note
Industry Cars
Media Print, Magazine & Newspaper, Outdoor, Billboard, Poster, Transportation & Vehicles
Market China
Agency Ogilvy & Mather Beijing
Executive Creative Director Doug Schiff
Creative Director Kama Yu, Paul Ho
Released August 2011

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: VOLKSWAGEN
Product/Service: VOLKSWAGEN
Agency: OGILVY BEIJING
Executive Creative Director: Doug Schiff (Ogilvy Beijing)
Creative Director: Kama Yu/Paul Ho (Ogilvy Beijing)
Art Directors: Yang Ge/Zhang Min Sheng/Kirk Zheng/Morris Ku/Zhou Xufeng/Wing Lee/Ricky Cheng (Ogilvy Beijing)
Copywriters: Song Lei/Doug Schiff/Chen Ye (Ogilvy Beijing)
Agency Producers: Morris Ku/Rita Yang (Ogilvy Beijing)
Account Team: Summer Xia/Peter Yu (Ogilvy Beijing)
Media placement: Outdoor/Ambient - Event In Hong Kong - February 25, 2012
Describe the objective of the promotion.
Volkswagen has plans to introduce electric cars to Hong Kong. To pave the way, electric Golfs were brought in so people could experience one first hand. The objective was to make the event a fun, memorable, engaging experience which could help instruct attendees about the value of electric vehicles such as the VW Golf. An underlying secondary objective was to reinforce the innovative essence of the Volkswagen brand. Describe how the promotion developed from concept to implementation.
While waiting to get behind the wheel, along with coffee and pastries, they were offered something unexpected: each appliance within the café presented an engaging AR animation featuring the Golf and the number of kilometres the electric car could drive by using specific amounts of each appliance’s electricity. Attendees could download the app into their own iPhone, or use one of the available iPads and iPhones so everyone could fully experience the learning through memorable AR animation.
Explain why the method of promotion was most relevant to the product or service.
Of course, the idea and execution showed and told attendees in very practical, everyday terms how far the cars could be driven with even the smallest amounts of electricity. It was also especially relevant to the VW brand, as the promotional event supported the company's image of a being a fun, innovative manufacturer.
Describe the success of the promotion with both client and consumer including some quantifiable results.
As the goal of the activity was to provide a memorable experience to the attendees, VW was happily surprised to find out the more than three quarters of the participants Weibo-ed about the event, or placed their own videos of the event on social network pages.