2012 Winners & Shortlists

Results and Effectiveness

They caught us and how! 25,000 views for the Teaser videos. A buzzing Facebook page that registered over 1 million page-views, 15,000 likes. 1000 people even went as far to upload pictures in the competition. But we weren’t there to entertain - Jetta sales exceeded previous version’s sales by 45%! Jetta spontaneous awareness jumped from 7% to 18% and total Jetta brand awareness went from 73% to 90%!

Creative Execution

Creating the REAL - Masked cars running the cities in Middle East, workers chiseling a car out of plaster in shopping malls, and curiously excited consumers in viral video got the REAL is SOCIAL buzz going. And they took it SOCIAL - Users got involved in our ‘Catch me if you can’ contest, and user uploaded pictures of the masked car started to appear on Facebook. After all, once could win this experience for a year! There was continuous engagement with users on the Facebook page which resulted in repeat visits and active community participation. The winners not only won the car, but became our biggest spokespersons. Their video-blogs now featured across the VW website and social media properties allowing consumers to get a real view on what a Jetta feel was all about.

Insights, Strategy and the Idea

VW is German and big in Europe. VW is German and not so big here. So they think we are expensive! We had a shot with the NEW Jetta, it was smashingly cool and priced competitively – but would the advertising inundated car buyer even bother looking at us? (Especially considering our limited budgets) We realized that if consumers needed to engage, they needed something REAL (not advertising). Whether those were events of the Arab Spring, or the rubbernecking in the roads of Dubai - “The REAL is SOCIAL”, and not the other way around. So we STOPPED the small but flashy launch, and asked them “Catch me if you can!”