QUALITY ADVICE by DDB Dusseldorf for Volkswagen

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QUALITY ADVICE

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Industry Repair parts
Media Promo & PR
Market Germany
Agency DDB Dusseldorf
Executive Creative Director Eric Schoeffler
Creative Director Oliver Kapusta, Alexander Reiss
Art Director Franziska Scholz, Dominika Zajac
Copywriter Michael Vogel
Released April 2010

Credits & Description

Category: Best Use of Internet/Online Advertising in a Promotional Campaign
Advertiser: VOLKSWAGEN
Product/Service: GENUINE VOLKSWAGEN PARTS
Agency: DDB GERMANY DÜSSELDORF
Date of First Appearance: Apr 1 2010 12:00AM
Entrant Company: DDB GERMANY DÜSSELDORF, GERMANY
Entry URL: http://www.volkswagen.de/vwcms/master_public/virtualmaster/de3/tools/search/search_simple.metanav.html
Chief Creative Officer: Amir Kassaei (DDB Germany)
Executive Creative Director: Eric Schoeffler (DDB Germany / Düsseldorf)
Creative Director: Oliver Kapusta, Alexander Reiss (DDB Germany / Düsseldorf)
Art Director: Franziska Scholz, Dominika Zajac (DDB Germany / Düsseldorf)
Copywriter: Michael Vogel (DDB Germany / Düsseldorf)
Account Management: Henning Krause (Tribal DDB / Hamburg)
Technology: Felix Wienberg, Jonas Grunwald (Tribal DDB / Hamburg)
Media placement: Search Engine - Www.volkswagen.de - 01.04.2010

Describe the objective of the promotion.
More and more german car drivers choose counterfeit spare parts. This often leads to extra repairs and subsequent damage. We want to make VW customers aware of this problem.

Describe how the promotion developed from concept to implementation
We developed a really smart application: Whenever a VW customer types an incorrect word into the search bar on the VW homepage, a programme recognises it and instantly gives the following advice: "Something is wrong. Better choose Genuine Volkswagen parts.“ Clicking on ”more information“ leads you directly to the Genuine Volkswagen Parts page.

Describe the success of the promotion with both client and consumer including some quantifiable results
Considering the number of over 100,000 monthly search requests, this application has become quite popular among visitors of volkswagen.de.

Explain why the method of promotion was most relevant to the product or service
Explain why the method of promotion was most relevant to the product or service. We advise Volkswagen customers when they are really preoccupied with their car or when they are willing to be informed about the product.