EAT THE ROAD by Ogilvy Cape Town for Volkswagen

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EAT THE ROAD

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Industry Cars
Media Print, Magazine & Newspaper
Market South Africa
Agency Ogilvy Cape Town
Executive Creative Director Chris Gotz
Art Director Jonathan Lang
Copywriter Tommy Le Roux
Released April 2011

Credits & Description

Category: Best Use of Print
Advertiser: VOLKSWAGEN
Product/Service: VW GOLF R
Agency: OGILVY CAPE TOWN
Date of First Appearance: Apr 23 2011
Entrant Company: OGILVY CAPE TOWN, SOUTH AFRICA
Executive Creative Director: Chris Gotz (Ogilvy)
Copywriter: Tommy Le Roux (Ogilvy)
Art Director: Jonathan Lang (Ogilvy)
Account Director: Ryan Laubscher (Ogilvy)
Media placement: Print - Autotrader Magazine - 23 April 2011

Insights, Strategy & the Idea
Volkswagen needed to find an innovative way of demonstrating the awesome road-eating power and acceleration of the new Volkswagen Golf R in a magazine to increase sales.

Creative Execution
An edible insert was placed into a motoring magazine, literally giving people the chance to "Eat the Road".

Results and Effectiveness

Volkswagen saw a strong demand from the day of the Golf R launch and within two weeks intial sales far exceeded exectations.