Volkswagen Promo FOX COMMENTS by ALMAP BBDO Brazil

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FOX COMMENTS

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Industry Cars
Media Promo & PR
Market Brazil
Agency ALMAP BBDO Brazil
Creative Director Luiz Sanches Jr., Sergio Mugnaini
Art Director Guiga Giacomo
Copywriter Ricardo Wollf
Released November 2010

Credits & Description

Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: VOLKSWAGEN
Product/Service: VOLKSWAGEN FOX
Agency: ALMAPBBDO
Date of First Appearance: Nov 10 2010
Entrant Company: ALMAPBBDO, São Paulo, BRAZIL
Entry URL: http://www.551121615600.com/awards/2011/planeta_terra_facebook/eng/
Creative Director: Luiz Sanches (AlmapBBDO)
Creative Director: Sergio Mugnaini (AlmapBBDO)
Art Director: Guiga Giacomo (AlmapBBDO)
Copywriter: Ricardo Wollf (AlmapBBDO)
Art Assistant: Ricardo Pocci (AlmapBBDO)
Programmer/Seeding: Remix (Remix)
Technology Director: Joao Lopes (AlmapBBDO)
Interaction Designer: Vanessa Marques (AlmapBBDO)
Media: Ricardo Medeiras (AlmapBBDO)
Account Executive: Vanessa Previero (AlmapBBDO)
Marketing Director: Herlander Zola (Volkswagen do Brasil)
Media placement: Internet - Facebook - 10, November 2011

Describe the objective of the promotion.
The Volkswagen Fox was a sponsor of the Planeta Terra Festival (music festival), but the brand needed to created a big buzz before the event. Our task was to do this with a really tight budget: 30 tickets.

Describe how the promotion developed from concept to implementation.
We decided to explore the most basic and popular Facebook function: the comments. A few days before the event, we scanned every single one of our thirty tickets and hid three digits of each serial number. Then we uploaded them as separate photos on our special Facebook profile. It was as simple as this: the first user to guess the combination won the ticket.

Describe the success of the promotion with both client and consumer including some quantifiable results.
News of our Facebook profile quickly spread through the web, receiving over 25,000 comments and more "Likes" than Planeta Terra’s own Facebook profile.