DRIVING TRACK CONFESSIONS by DDB Stockholm for Volkswagen

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DRIVING TRACK CONFESSIONS

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Industry Cars, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Sweden
Agency DDB Stockholm
Art Director Simon Higby
Copywriter Martin Lundgren
Released June 2010

Credits & Description

Category: Best Use of Audio
Advertiser: VOLKSWAGEN
Product/Service: THE PERFORMANCE RANGE
Agency: DDB STOCKHOLM
Date of First Appearance: Jun 21 2010
Entrant Company: DDB STOCKHOLM, SWEDEN
Entry URL: http://www.drivingtrackconfessions.com
Copywriter: Martin Lundgren (DDB)
Art Director: Simon Higby (DDB)
Web Producer: Linda Eriksson (DDB)
Account Director: Michael Bugaj (DDB)
Business Director: Jerker Fagerström (DDB)
Web Design/Usability: Joakim Håhl (The Brewery)
Web Design/Developer: Daniel Termin (The Brewery)
Account Manager: Barbro Långjuth (DDB)
Graphic Designer: Niklas Andersson (DDB)
Web Director: Thomas Larsson (DDB)
Media placement: Press Release - Aired On Main News Channel, Swe - 21 June 2010
Media placement: Social Media - Facebook, Twitter - 21 June 2010
Media placement: Online - Site - Campaign Site Drivingtrackconfessions.com - 21 June 2010
Media placement: Online - Banners - Music Sites - 21 June 2010
Media placement: Editorial TV - MTV - 1 September 2010
Media placement: Print - Weekly And Business - 21 June 2010
Media placement: PR (Results) - Published In Major News Sites In Sweden - 1 October 2010
Media placement: Event - Performance Tour With Live Confession Boot - 21 June 2010

Insights, Strategy & the Idea
VOLKSWAGEN asked us to promote their most powerful cars, the Performance Range and tie them closer to the ultimate driving experience.

We decided to talk about the only thing that could make the best drive, better: The best driving music.

The aim was to differentiate VOLKSWAGEN from competitors, which we wanted to do through a unique brand music cooperation. Using music was a simple and cost effective solution, and a great opportunity to establish in social media.

It also gave us the opportunity to utilize a new channel: Spotify, the streaming music service. Spotify have around 2 million users in Sweden, 8 million in total of six markets, that spends the average 72 minutes each day using Spotify.

People chose their track and confessed it to their friends through Facebook and twitter.

Creative Execution
But what is the best driving music?
What do you really listen to alone in the car?
And more importantly, would you admit it to anyone?

We wanted people to think of their favourite driving track, conjuring up an image of pure driving pleasure and therefore coupling that feeling to the performance range. But also give them a reason to share their tracks.

So we created Drivingtrackconfession.com, a digital confession booth combining Facebook and streaming music service Spotify.

Drivingtrackconfessions.com functioned as the campaign’s hub. Here people could confess their darkest driving track secrets to their friends. People’s confessions where posted on Facebook and Twitter, spreading the campaign. The confessions resulted in ultimate driving track playlists.

In collaboration with MTV the most confessed driving tracks where listed every week at ten o clock. The show was sponsored by VOLKSWAGEN’s performance range with TVC’s in every ad block of the show.

Results and Effectiveness
Thousands of confessions were made, generating playlists with the best driving music for use in the cars.

The campaign spread online, created a lot of PR, and drew traffic from banners, Facebook and Twitter. Nearly 30,000 people visited the site.

Drivingtrackconfessions.com also became a tool for VOLKSWAGEN to book test-drives with local retailers. The Performance range went on tour with a live confession booth where you confessed while waiting for your test-drive.

The unique cooperation with Spotify and MTV made VOLKSWAGEN stand out from competitors.

The Performance range increased sales with 42% compared to the same period previous year.