Volkswagen: SCIROCCO CUP by Ogilvy & Mather Beijing for Volkswagen

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Volkswagen: SCIROCCO CUP

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Industry Cars
Media Promo & PR
Market China
Agency Ogilvy & Mather Beijing
Creative Director Gina Sim
Art Director Robin Hu
Copywriter Sam Sun
Released June 2011

Awards

Cannes Lions 2011
Media Lions Best Use of Print Bronze

Credits & Description

Type of Entry: Use of Media
Category: Best Use of Print
Advertiser/Client: VOLKSWAGEN
Product/Service: VOLKSWAGEN
Entrant Company: OGILVY BEIJING, CHINA
Advertising Agency: OGILVY BEIJING, CHINA

Execuive Creative Director: Doug Schiff (Ogilvy Beijing)
Creative Director: Gina Sim (Ogilvy Beijing)
Art Director: Robin Hu (Ogilvy Beijing)
Copywriter: Sam Sun (Ogilvy Beijing)
Account Team: Wendy Zhang/Michael Meng/Echo Kong/Tracy Chen (Ogilvy Beijing)
Agency Producer: Wang Daqing/Zhuang Yu (Ogilvy Beijing)
Innovation Strategy Team: Sascha Engel/Rita Yang (Ogilvy Beijing)

Results and Effectiveness:
From these insertions came over 900,000 page views, over 200,000 unique visitors and over 50,000 virtually racing on the Scirocco Cup tracks. In addition, huge buzz over the racing game turned into over 52,000 registering for the Scirocco Camp which was a few more than VW could accommodate, but enthusiasm for the race and the Scirocco itself had been attained. Over 7% of the virtual racers signed up for test drives making 2010 VW's best year ever for Scirocco sales.

For VW, it supported (and leveraged) the fun, active, tech-advanced attributes which are so important to the brand.
Creative Execution:
A flap/insert on the outside of magazines led the reader to a print ad about the event. The flap turned out to be a racing wheel to be used in the Scirocco Cup 2010 Augmented Reality race that was as near as their computer. The instant racers chose from the 7 tracks that the professional Scirocco Cup races would take place on around the country. Since Scirocco is really a product that attracts young trendsetter and car enthusiasts with a love for modern technology, this creative execution engaged them on multiple levels: speed, competition, new gadgetry, and as an adrenaline-pumping experience, either alone or with friends.
Insights, Strategy and the Idea:
As the Scirocco Cup Professional Racing Circuit was coming to China, VW wanted to build excitement for the events, and also use the events to leverage their 2010 Scirocco. Since few people from their target were able to attend the races (or even see them on TV as they were not televised) VW wanted to bring the excitement of the racing experience to people.