TEST DRIVE by Try/Apt Oslo for Volkswagen

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Industry Software & Multimedia Productions, SaaS
Media Promo & PR, Case study
Market Norway
Agency Try/Apt Oslo
Art Director Markus Lind, Thorbjorn Ruud
Copywriter Jonas Grønnern, Eva Sannum, Petter C. Bryde
Released March 2011

Credits & Description

Category: Best Use of Print
Advertiser: VOLKSWAGEN
Product/Service: VOLKSWAGEN
Date of First Appearance: Mar 4 2011
Copywriter: Petter Bryde (TRY Advertising Agency)
Art Director: Thorbjorn Ruud (TRY Advertising Agency)
Account Director: Morten Polmar (TRY Advertising Agency)
Account Manager: Cathrine Wennersten (TRY Advertising Agency)
Copywriter: Eva Sannum (APT)
Art Director: Markus Lind (APT)
Account Director: Ole Hustad (APT)
Copywriter: Jonas Grønnern (TRY Advertising Agency)
Account Director: Lars-Kristian Harveg (TRY Advertising Agency)
Mac Designer: Ole Jakob Boe Skattum (TRY Advertising Agency)
Mac Designer: Thomas Braten (TRY Advertising Agnecy)
Production Company: Mobiento (Mobiento)
Media placement: Print/ App Campaign - E.g. Aftenpsoten A-Magasinet, Dablaget Magasinet, Auto Motor & Sport - 04.03.2011
Insights, Strategy & the Idea
One of Volkswagen's focus areas is to be a leader in innovation and new technology. But advanced driving assistance systems and safety solutions can be difficult to explain. We developed a lead generation campaign targeted towards innovators and early adaptors in the market by giving them an opportunity to try out the new innovations by using new innovations. We published a print ad as a test road in Norway’s leading magazines inviting the readers to download an iPhone app and try out the innovations for themselves.
Creative Execution
With this solution Volkswagen do more than talk about innovations. They show it. In a way that is an innovation in itself. We challenged the traditional print ad format. Using the print ad and the application, for the first time potential customers got the chance to test drive a Volkswagen in a newspaper.
Results and Effectiveness
The day after the SMS was sent to potential customers, the application was number one of the downloaded applications in AppStore Norway, in the Utilities category. Volkswagen dealers received hundreds of requests for a real test drive. Anyway, this solution should do more than lead to measurable numbers, it should consolidate Vokswagens position as the most innovative car brand. According to surveys done in the Norwegian the market, Volkswagen has increased awareness of their pay off, Innovations to the masses. Volkswagen Passat is Norway's most sold car so far this year.