PUNCHDUB by Deutsch New York for Volkswagen

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PUNCHDUB

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Industry Cars
Media Promo & PR, Case study
Market United States
Agency Deutsch New York
Released April 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: VOLKSWAGEN
Product/Service: AUTOMOBILE
Agency: DEUTSCH INC.
Date of First Appearance: Apr 1 2010
Entrant Company: MEDIACOM, New York, USA
Managing Partner / Group Account Director: David Fasola (MediaCom)
Partner / Communications Planning Director: Kevin Fraser (MediaCom)
Communications Planning Supervisor: Laura Colan (MediaCom)
Communications Planner: Samantha Getreuer (MediaCom)
Managing Partner / National Broadcast: Chris Murphy (MediaCom)
Partner / Group Director / National Broadcast: Joanne Diaz (MediaCom)
Media placement: Digital-Search - Google, Yahoo, MSN/Bing - 1 April 2010
Media placement: Digital-Display - Facebook Homepage - 1 April 2010
Media placement: Digital-Video (Punch Dub) - Video Network (I.e. Broadband Enterprises) - 1 March 2010
Media placement: Digital- Social (Sluggy Video) - Youtube, MySpace, Blip.tv, Viddler, Funny Or Die, Dailymotion, Veoh - 1 April 2010
Media placement: TV Vignettes - TBS - NBA - 18 May 2010
Media placement: TV Animated Billboards - Versus - NHL - 18 May 2010
Media placement: Opening credit integration - ABC-Jimmy Kimmel Show - 20 May 2010

Insights, Strategy & the Idea
US consumers know about the VW’s Beetle and Jetta. Unfortunately they weren’t aware of VW’s other models including its new Mini-vans and small SUVs.

Our brief was to enhance awareness of the full range of VW’s 13 models.

We harked back the 1960s, when SlugBug was a popular childhood game: See a VW Beetle? Punch the person sitting next to you.

The children of the 1960s were now key car buyers with their own kids. In 2010 VW extended the SlugBug premise, creating PunchDub: spot ANY VW car and punch someone.

Players would spend their journeys actively looking for VWs and enhancing their knowledge of its vehicles.

Convincing consumers to participate would take more than simple advertising: we had to create a sense that everyone was playing.

In addition to our ads, we’d need to build buzz and generate publicity via celebrity participation and seeding the game in “spontaneous” moments.

Creative Execution
Our messages had to create mass awareness for PunchDub, they had to give the game cultural relevance and they had to make it seem like PunchDub was being played by everyone.

While PunchDub was launched at the SuperBowl, we had to continue that momentum. We spotlighted the game through organic placement in pop-culture media platforms and involved popular network TV talent:

• Vignettes of well-liked NBA sports presenters playing PunchDub were placed alongside studio programming, seemingly extending the programme into the ad break
• Rare, animated lower screen billboards during live-action game play of the NHL
• First-time brand integration on the popular Jimmy Kimmel Show’s main opening credit, showing sidekick Guillermo being punched by passers-by over 40 consecutive days as a different VW model pulled up on Hollywood Boulevard.

We followed through by seeding videos online, in search, YouTube and blogs to create the impression that everyone, everywhere was playing.

Results and Effectiveness
PunchDub was a dramatic success for VW:

5% awareness lift for the full range of VW vehicles.
Traffic increased at six out of eight VW model landing pages.
Weekly organic leads to the VW website increased 20% year on year.

VW sales are up 38% year on year – double the industry average.