Volkswagen Promo, Case study THE ORIGINAL CLICK by ALMAP BBDO Brazil

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THE ORIGINAL CLICK

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Industry Repair parts
Media Promo & PR, Case study
Market Brazil
Agency ALMAP BBDO Brazil
Creative Director Andre Kassu, Marcos Medeiros, Luiz Sanches Jr., Bruno Prosperi
Art Director Raul Arantes, Victor Britto .
Copywriter Andre Almeida
Released April 2012

Credits & Description

Category: Best Use of Digital Media
Advertiser: VOLKSWAGEN DO BRASIL
Product/Service: ORIGINAL PARTS
Agency: ALMAPBBDO
Chief Creative Officer: Marcello Serpa (AlmapBBDO)
Executive Creative Director: Luiz Sanches (AlmapBBDO)
Creative Director: Marcos Medeiros (AlmapBBDO)
Creative Director: Andre Kassu (AlmapBBDO)
Creative Director: Renato Simões (AlmapBBDO)
Creative Director: Luiz Sanches (AlmapBBDO)
Co-Creative Director: Sandro Rosa (AlmapBBDO)
Co-Creative Director: Luciana Haguiara (AlmapBBDO)
Art Director: Raul Arantes (AlmapBBDO)
Art Director: Victor Britto (AlmapBBDO)
Copywriter: Andre Almeida (AlmapBBDO)
Media placement: Banner on Youtube Videos - 8 videos - Youtube Online Videos - April 26th 2012

Insights, Strategy & the Idea
Volkswagen's reputation for reliability is proven by its highest standards in manufacturing cars, spare parts, performance parts and accessories. As the automotive leader in Brazil, Volkswagen has a large market for spare parts; but also many competitors that are able to offer more affordable prices, though, usually not sharing the same high standard as VW's genuine parts. It's a very crucial market for the brand that not only directly affects its business, but also the safety of many customers and cars.
Imitations and especially poor imitations of original songs and videos are extremely popular on YouTube, usually sharing millions of views. Media placement and social media, as a whole, are a valuable tool for branding, but also offer many challenges. And memes, as many call them, are the perfect opportunity for sharing video content and conveying the idea of "originality".

Creative Execution
After a long research identifying the most popular Internet memes in Brazil on YouTube, we placed banner ads across poor imitations communicating "Don’t accept imitations. Prefer Original Parts" and invited users to click. We know how banners can often be overwhelming and annoying to consumers, therefore, decided to redirect the users to the original content, making the experience more entertaining rather than typically redirecting them to the brand corporate website.
By promoting "originality", we created an effective and engaging way to influence millions of people that enjoy watching original content on YoutTube. Given the popularity that certain videos enjoy, we made it even more efficient. The message had the right tone, for the right

Results and Effectiveness
By placing the user at centre stage and promoting original quality content in a innovative and efficient way, the campaign had an outstanding response in impressions and click rate more than 10 times higher than average. For each US$100 spent, we had almost 125,000 views and approximately 500 clicks.