THE SELF-LEVELLING AD by Memac Ogilvy & Mather Dubai for Volkswagen

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THE SELF-LEVELLING AD

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Industry Cars
Media Promo & PR, Case study
Market United Arab Emirates
Agency Memac Ogilvy & Mather Dubai
Associate Creative Director Sascha Kuntze
Creative Director Ramzi Moutran
Art Director Irfan Ghani
Copywriter Conrad Theron
Released March 2013

Credits & Description

Advertiser: VOLKSWAGEN
Agency: MEMAC OGILVY
Category: Cars & Automotive Services
Advertising campaign: THE SELF-LEVELLING AD
Associate Account Director: Anatasia Teresh (Memac Ogilvy)
Account Director: Atul Shenoy (Memac Ogilvy)
Senior Business Director: Mohammad Zeidan (Appsnack)
Creative Director: Ramzi Moutran (Memac Ogilvy)
Digital Producer: Yousuf Baqir (Ogilvy One)
Copywriter: Conrad Theron (Memac Ogilvy)
Art Director: Irfan Ghani (Memac Ogilvy)
Marketing Director: Karsten Jankowski (Volkswagen)
Account Director: Mazen Haddad (Neo@Ogilvy)
Associate Creative Director: Sascha Kuntze (Memac Ogilvy)

Execution
We created an interactive ad that brings to life the benefit of Electronic Stabilisation (ESP). On any mobile device (iOS and Android), but best viewed on an ipad. You see a car on the road. You're behind the wheel. And no matter how you turn your device, the ad always stays levelled, proving that with ESP, you're always in control.

Strategy
Consumers in the Middle East are unaware of the Electronic Stabilisation Program (ESP) which comes standard in a Volkswagen. A fresh way of getting this fact across was needed. So we chose to find a medium that gave our audience the possibility to experience our message, instead of just reading it.

Effectiveness
The ad drew the attention of 700,000 people who interacted with it. While we didn't have budget to track awareness levels, we can say that we achieved an impressive 2% click-through rate.