Volkswagen Promo, Case study GOLF STORY GAME by DDB Brussels

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GOLF STORY GAME

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Industry Cars
Media Promo & PR, Case study
Market Belgium
Agency DDB Brussels
Creative Director Peter Aerts
Released October 2011

Credits & Description

Category: Best Use of Social Media
Advertiser: VOLKSWAGEN
Product/Service: VW GOLF
Agency: DDB GROUP BELGIUM
Creative Director: Peter Aerts (DDB Brussels)
Copy: Francois Massinon (DDB Brussels)
Copy: Danny Vissers (DDB Brussels)
Assistant Director: Massimo De Pascale (DDB Brussels)
Assistant Director: Patrick Vermeylen (DDB Brussels)
Agency Producer: Brigitte Verduyckt (DDB Brussels)
Strategy Planner: Dominique Poncin (DDB Brussels)
Advertiser Supervisor: Manu T' Kint (Volkswagen Belgium)
Advertiser Supervisor: Pierre Lalmand (Volkswagen Belgium)
Account Director: Sylvie De Couvreur (DDB Brussels)
Account Manager: Silvie Erzeel (DDB Brussels)
Account Executvie: Quentin Maryns (DDB Brussels)
Digital Project Manager: Stijn Martens (DDB Brussels)
Junior Digital Project Manager: Simon De Pauw (DDB Brussels)
Graphist: Adam Kozlowski (DDB Brussels)
Graphist: Benjamin Hiffe (DDB Brussels)
Graphist: Sebastien Tirot (DDB Brussels)
Production Company: Caviar (Caviar)
Production Company: In The Pocket (In The Pocket)
Production Company: Sevenedge (Sevenedge)
Media placement: Direct Mail - Postbox - 10/07/2011
Media placement: TV Campaign - VT4 - VTM - BE - LA 1 - LA 2 - RTL TVI - CLUB RTL - 15/09/2011
Media placement: MOBILE APP - MOBILE - 10/09/2011

Summary of the Campaign
Challenge:
Despite the fact that the Golf6 is in the last year of its lifecycle (Golf7 launch = 2012), our client still needed to sell lots of them. But how do you re-launch desire for an end-of-lifecycle car that was once popular and that people don't notice it anymore?

Strategy:
The Golf is a car with lots of personal stories attached to it: every Belgian has driven a Golf once as a driver or a passenger. Our campaign aimed to re-launch Belgian's love for the Golf. The campaign was built around a mobile game that stimulated people to rediscover the Golf's heritage by taking pictures of it. The more pictures you took, the more points you collected. Vintage or special models earned you more points and badges. The game was promoted by a campaign on TV, radio and posters.

The Results:
Golf Story Game re-launched the Belgians' love-affair with the Golf:
• For 2 months our campaign put the Golf at the centre of the conversation;
• 100,000+ photos were submitted;
• 15,000+ pictures were shared on Facebook/Twitter;
• 65% of the game’s participants visited the dealership to earn a special bonus;
• In October, our Golf campaign helped VW overtake Renault as Belgium's best-selling car brand.

The Situation
Despite the fact that the Golf6 is in the last year of its lifecycle (Golf7 launch = 2012), our client still needed to sell lots of them. But how do you re-launch desire for an end-of-lifecycle car that was once popular and that people don't notice it anymore?

It had become a victim of it's own success. To make matters even worse, the competition was very stiff: the Golf's main competitors, the Ford Focus, the Renault Megane and the Opel Astra had all been renewed recently.

The Goal
The objective was to re-install the Golf as the 'one and only' in its segment. This would help to secure sales in its last model year and offset the aggressive competition from the Focus, Astra & Megane.

Belgians are notoriously stubborn people, so we knew that we could not tell them to love the Golf. Instead we helped them to revive their forgotten love for the Golf.

The Strategy
The fact that there are so many Golfs around was turned into a starting point for a game of Golf-spotting and making people aware again of the legendary status the Golf actually has. The mobile game (Golf Story Game) encouraged people to spot as many Golfs as possible and share them on Facebook and Twitter.

The incentive of the game was to win a new Golf convertible. The mobile game was complemented with a radio, TV, and print campaign to create a wider awareness of the Golf's heritage and to stimulate downloads of the mobile game.

Execution
The campaign was kicked off by a radio, TV, press, billboard and internet campaign that revived people’s memories of the Golf and inviting them to go Golf-spotting with the Golf Story app. The game encouraged people to share their pictures and earn game badges within their network on Facebook and Twitter.

Documented Results
Golf Story Game re-launched the Belgians' love affair with the Golf.

• For 2 months our campaign put the Golf at the centre of conversations;
• 2 weeks after launch the Golf Story Game app's popularity overtook Angry Birds in the Belgian App Store;
• 100,000+ photos were submitted.
• 15,000+ pictures were shared on Facebook/Twitter.