THE DONATED AD SPACE CAMPAIGN by Ogilvy Cape Town for Volkswagen

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THE DONATED AD SPACE CAMPAIGN

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Industry Cars, Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market South Africa
Agency Ogilvy Cape Town
Executive Creative Director Chris Gotz
Art Director Prabashan Gopalakrishnan Pather
Copywriter Sanjiv Mistry
Editor Angela Illing
Released October 2010

Credits & Description

Category: Best Use of Print
Advertiser: VOLKSWAGEN
Product/Service: AUTOMOBILE
Agency: OGILVY CAPE TOWN
Date of First Appearance: Oct 15 2010
Entrant Company: OGILVY CAPE TOWN, SOUTH AFRICA
Executive Creative Director: Chris Gotz (Ogilvy Cape Town)
Copywriter: Sanjiv Mistry (Ogilvy Cape Town)
Art Director: Prabashan Gopalakrishnan Pather (Ogilvy Cape Town)
Account Management: Greg Tebbutt (Ogilvy Cape Town)
Account Management: Lauren Baker (Ogilvy Cape Town)
Account Management: Jason Yankelowitz (Ogilvy Cape Town)
Editor: Angela Illing (Ogilvy Cape Town)
Media placement: Print Campaign - 4 Ads - Men's Health, SA Garden & Home, DFA, National Geographic Etc. - 15 October 2010

Insights, Strategy & the Idea
We were briefed to create a print campaign for Volkswagen BlueMotion - VW’s more environmentally-sensitive range of vehicles. Our insight was that, despite the recession, print ad space in South Africa is more expensive than ever, making it a valuable commodity.

Creative Execution
Many brands claim to be greener, but very few actually prove it. So we asked our client to put their money where their mouth is, by donating part of their very expensive advertising space to small, eco-focused non-profit organizations who could really do with the exposure.

Results and Effectiveness
It was a win-win situation. The non-profits benefited from getting their message out there (they received an average of 15% increase in offers to volunteer and donate), while BlueMotion exceeded its sales target by more than 50% and, more importantly, proved itself as a brand that doesn’t merely talk about helping the environment, but actually takes action.