Volkswagen Promo, Case study LIVE FROM PARIS by Mediacom Stockholm

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Industry Cars
Media Promo & PR, Case study
Market Sweden
Agency Mediacom Stockholm
Released September 2010

Credits & Description

Category: Best Use of Screens
Advertiser: VOLKSWAGEN
Product/Service: VW PASSAT
Date of First Appearance: Sep 24 2010
Entrant Company: MEDIACOM, Stockholm, SWEDEN
Head of Online: Katarina Lakowitz (Volkswagen)
Head of Marketing: Åke Lundberg (Volkswagen)
Account Director: Jimmy Bolander (MediaCom Sweden)
Chief Executive Officer: Erik Håkanson (Mandarin Productions)
Media placement: Print - Dailies - 24 September 2010
Media placement: Online - Local/Regional newspapers' sites - 24 September 2010
Media placement: OOH digital media network - OOH digital media network - 29 September 2010

Insights, Strategy & the Idea
Volkswagen had a very important launch coming up, its new Passat model. We knew that many consumers were awaiting the launch. This insight gave us the idea of adding a pre-launch campaign.

Our target group consists of active people that frequently visit bars/coffee shops. We wanted to build consideration and purchase intent amongst this group, and drive positive word-of-mouth about the new model, by reaching them in a different way.

The car was to be shown for the first time at the Paris Motor Show. This event was going to be broadcasted on VW’s website. Our idea was to take the live stream from the website and out to the target group. A unique solution was created with an OOH digital media network/channel, reaching the target group outside, in restaurants and bars.

This was a media first and strengthened Volkswagen’s image as an innovate and modern brand.

Creative Execution
With a live broadcast on the website, we wanted more people to see it. By really utilising the advantages and flexibility with digital signage techniques, we could “live stream” (just one hour delay)
exclusive VW content from Paris to approximately 80 out-of-home screens in Stockholm, Malmö and Gothenburg, creating a buzz outside in bars and restaurants about the new VW Passat.

For the first time ever, an advertiser exclusively owned a large OOH network of digital screens for 2 hours. The media solution used the strength and swiftness of digital signage in an innovative way -outdoors, in restaurants and bars, to grasp the target group’s attention where they are least expecting it. The campaign was supported by ads online and in newspapers, highlighting the “world premiere of the new VW Passat”.

Results and Effectiveness
We were pleased to see that the streaming on the screens (with a slight delay) from Paris worked very well! The observation of these screens is usually as high as 88%.

The dealers in Stockholm/Malmö/Gothenburg experienced a sharp increase in pre-ordered cars. Approximately 15% of the total budgeted sales were settled before the car was even at the dealers.

The website traffic increased by 40% compared to previous months.
Our campaign succeeded, and generated high interest/purchase intent which is what we set out to do. VW was extremely pleased to be the first brand ever to use this sort of solution.