TOP GEAR by Tribal London for Volkswagen

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TOP GEAR

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Industry Cars
Media Promo & PR, Case study
Market United Kingdom
Agency Tribal London
Executive Creative Director Jeremy Craigen
Released August 2009

Credits & Description

Category: Best Use of Branded Content
Advertiser: VOLKSWAGEN
Product/Service: SCIROCCO
Agency: DDB UK
Date of First Appearance: Aug 2 2009 12:00AM
Entrant Company: DDB UK, London, UNITED KINGDOM
Executive Creative Director: Jeremy Craigen (DDB UK)
Managing Partner: Jonathan Hill (DDB UK)
Account Director: Paul Billingsley (DDB UK)
Account Manager: James Myers (DDB UK)
Media placement: TV PROGRAMME - TOP GEAR BBC2 - 2ND AUGUST 2009

Results and Effectiveness
• 8 ads produced • 21 minutes 20" of coverage • 350 million views worldwide • Over 1 million hits on YouTube • Record visits to volkswagen.co.uk The content achieved high awareness globally amongst our key audience, with content being viewed by 350 million worldwide, in over 100 countries. It influenced a surge of interest and conversation around Scirocco online, with over 1 million hits on YouTube, Twitter updates and record visits to Volkswagen.co.uk. The focus on this campaign was awareness, and the activity over exceeded expectations. After the broadcast of the programme, the web visits to the Scirocco site on Volkswagen.com achieved record levels from 19,000 to 27,000 within one week.

Creative Execution
Challenge Top Gear to produce a 30” second TV ad for the new Scirocco. The programme originally aired on BBC 2 in the UK, and subsequently broadcast on multiple networks globally in over 100 countries and repeated on male targeted channels such as Dave. The programme was also available for repeat streaming on BBC iPlayer. As a programme supported by loyal petrol heads, it wasn’t long before ads produced and Scirocco content from the programme were posted to social sites such YouTube and Twitter, successfully spreading the content virally.

Insights, Strategy & the Idea
Business objective: Improve awareness and consideration of Scirocco on a minimal budget. Marketing objective: Raise awareness of Scirocco amongst performance car enthusiasts Communications: Promote the Scirocco’s design and performance. The Scirocco audience are car enthusiasts at heart and can remember the Scirocco from the 80s. They’re now older, more affluent, and savvy about what’s new/cool and what’s not. They want a car that makes an impression and is a bit different. Top Gear is the most popular car programme in the world, watched by 350 million viewers worldwide. Its reviews have a great influence on prospective buyers, particularly the Scirocco target audience of car enthusiasts. Top Gear has replicated many of Volkswagen's creative ideas within its review segment of the show, such as Night Drive for the Mercedes CLK Black. So Volkswagen’s Agency approached Top Gear with the challenge to create a TV ad for the Scirocco. They accepted.