QUICAR – THE VOLKS-CAMPAIGN by Kempertrautmann Hamburg for Volkswagen

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QUICAR – THE VOLKS-CAMPAIGN

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Industry Cars
Media Print, Magazine & Newspaper
Market Germany
Agency Kempertrautmann Hamburg
Creative Director Martin Drust
Art Director Marcell Francke, Sebastian Burghardt
Copywriter Gordian Frank, Bert Peulecke, Patrick Matthiensen
Released November 2011

Credits & Description

Category: Best New Product Launch/Re-Launch or Multi-Product Promotion at Retail
Advertiser: VOLKSWAGEN
Product/Service: VW QUICAR
Agency: KEMPERTRAUTMANN
Creative Director: Martin Drust (Kempertrautmann Change)
Art Director: Sebastian Burghardt (Kempertrautmann Change)
Art Director: Marcell Francke (Kempertrautmann Gmbh)
Account Manager: Michael Schneider (Kempertrautmann Change)
Account Manager: Claudia Dührkop (Kempertrautmann Change)
Stratetic Planner: Wulf-Peter Kemper (Kempertrautmann Change)
Copywriter: Gordian Frank (Kempertrautmann Change)
Copywriter: Patrick Matthiensen (Kempertrautmann)
Copywriter: Bert Peulecke (Kempertrautmann Berlin)
Screen Designer: Leif Johannsen (Kempertrautmann)
Screen Designer: Stephan Richter (Kempertrautmann Change)
Animation/Flash/3D: (Liga_01 Computerfilm)
Programming: (Trommsdorff/Drüner Innovation/Marketing Consultants/Ametras)
Music/Sound Design: (Audioforce/nhb ton)
Out Of Home Media: (Ströer Out-Of-Home Media)
Production Company: (Appel Grafik Hamburg)
Website: (Metadesign)
Events/Promotion: (Vitamin E - Gesellschaft Für Kommunikation)
Media placement: Online Campaign - Facebook, Twitter, Quicar Blog, Social City Guide - 2 November 2011
Media placement: Print Campaign - Bild Hannover, Hannoversche Allgemeine, Prinz, Schädelspalter - 5 November 2011
Media placement: Outdoor Campaign - Billboards, City Light Poster, Digitale Outdoor Screens In Hannover - 7 November 2011

Describe the objective of the promotion.
Quicar is a new car-sharing service that was launched in the city of Hannover in Germany. In short: Volkswagen shared 200 cars with the entire city.

It was our goal to make people inspire each other about how and when to use car-sharing instead of public transportation, taxi services or their own car.

Further, we needed to educate people about how the product works and why it's relevant.

Describe how the promotion developed from concept to implementation.
We shared the thoughts, questions and experiences that people had with Quicar. We made the people in Hannover heroes of our campaign. We shared their thoughts, questions and experiences with Hannover. The whole city could see them simultaneously on hundreds of screens. Everyone could join the conversation at any time - in real-time. The digital outdoor media spoke with the voice of the people, to the people - instead of a brand talking to them.

Explain why the method of promotion was most relevant to the product or service.
Quicar is all about sharing. And people love to share, too. They love to share what they do and experience. So we used the principle of 'sharing' and turned the entire city into a big real time campaign: The Volks-Campaign.
Using Facebook as one of the main platforms we were able to connect with the right demographic and also build a brand relationship that can last beyond the campaign.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The launch of the new service Quicar became a staggering success and Volkswagen has revealed plans to roll out their car-sharing in more cities in Germany and throughout Europe. The never-before-seen use of social media in connection with digital outdoor media created a great platform for Quicar. Sign-ups for the car sharing service during the campaign were 3 to 4 times higher than projected.