VESTIBULAR DO ROCK by ALMAP BBDO Brazil for Volkswagen

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Industry Cars, Business equipment & services, Corporate Image
Media Print, Magazine & Newspaper
Market Brazil
Agency ALMAP BBDO Brazil
Creative Director Luiz Sanches Jr.
Art Director Renato Fernandez, Guiga Giacomo, Tiago Marcondes
Copywriter Gustavo Sarkis, Marcelo Pignatari, Ricardo Wolff, Sophie Schoenburg
Released September 2011

Credits & Description

Category: Best Online Advertising in a Promotional Campaign
Advertiser: VOLKSWAGEN
Product/Service: VOLKSWAGEN
Chief Creative Officer: Marcello Serpa (AlmapBBDO)
Executive Creative Director: Luiz Sanches (AlmapBBDO)
Creative Director: Luiz Sanches (AlmapBBDO)
Art Director: Renato Fernandez (AlmapBBDO)
Art Director: Guiga Giacomo (AlmapBBDO)
Copywriter: Ricardo Wolff (AlmapBBDO)
Copywriter: Marcelo Pignatari (AlmapBBDO)
Copywriter: Sophie Schoenburg (AlmapBBDO)
Art Director: Tiago Marcondes (AlmapBBDO)
Copywriter: Gustavo Sarkis (AlmapBBDO)
Media placement: Online Media - Interactive Test - September 3rd 2011

Describe the objective of the promotion.
Create a buzz around the fact that Volkswagen is one of the major sponsors of the Rock in Rio Festival (the biggest music event in Brazil).

Describe how the promotion developed from concept to implementation.
As one of the festival’s main sponsors, Volkswagen was entitled to 1,000 tickets. So we found the most democratic way to distribute these tickets: through a Vestibular (Brazilianequivalent to the SAT.; the big exam that separates students from entering college). Instead of Medicine or Law, the students had to study for Rock, Pop or Metal. Each music style had its own didactic material with video lessons, online teachers and daily pocket-quizzes. Over 50,000 people answered the test online, at the same time. Days later, the approved list was released in Brazil’s main newspapers.

Explain why the method of promotion was most relevant to the product or service.
Being one of the many brands sponsoring the festival, Volkswagen was seen as the one brand who actually spoke the same language as the public. An automotive brand that believes in rock and roll.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Music fans welcomed the campaign with open arms and it spoke their language right from the start. In the end, Volkswagen was seen as a 'partner'; as someone who understands the rock and roll soul, and offered real music lovers the chance to watch the Rock in Rio festival.