2010 Winners & Shortlists

Results and Effectiveness

Three months down the line—with the videos still getting a reasonable number of daily hits—our business objective has been met as brand awareness soared up to 80%. Supported by abundant press releases, the videos became the talk of the town and triggered a massive increase in unique GTI enquiries and test-drives.

Creative Execution

Creative Execution Our creative breakthrough was deciding to use people as the medium. To achieve that—without breaking the bank—we had to ‘log in’ their virtual lives. We created three animated videos and posted them on websites, social networks and blogs. We consciously launched during Ramadan as the first video boasted a healthy dose of the Ramadan spirit – with a twist. The second and third virals were then released in quick succession after Eid. Aside from the highly targeted online campaign, we created various ambient displays at shopping malls that would send the videos via Bluetooth when approached by people. We also took the experience to Volkswagen’s showrooms where aptly themed post cards were distributed. Cinema’s were taken full advantage of, from having Now Showing posters to animated video played on the big screen before each movie starts caught a lot of viewers attention.

Insights, Strategy and the Idea

Innovative Media Strategy Volkswagen Golf may be the third best-selling car in the world, but with only 25% brand awareness in Oman, Volkswagen lags way behind Japanese brands boasting 92% awareness. Apart from introducing the new Golf GTI, our task was to boost the general awareness of the brand while cutting through the white noise of promotional marketing characteristic of the local market. We had to do something new, out-of-the-ordinary and possibly ambient to attract attention, generate curiosity and trigger the word-of-mouth to deliver a simple message: ladies and gentlemen, the Golf GTI has arrived – and so has Volkswagen.