2014 Winners & Shortlists

Brief Explanation

We chose to limit the creative to two key objects crucial to our message: a car and a road. And let the way we use them create an experience. So we booked media space to appear in digital versions of car magazines in the region.

The Brief

Consumers in the Middle East are unaware of the Electronic Stabilisation Program (ESP), which comes standard in a Volkswagen. We needed a fresh way of getting this fact across. Digitally.

How the final design was conceived

By simply rotating the device, the ad lets users experience how ESP keeps them level on the road. All the time! The existing tilt technology (the accelerometer) helped us turn their mobile device into an interactive experience.

Indication of how successful the outcome was in the market

Our interactive ad went live on the 2nd of April 2013, drawing the attention of 705,000 people who interacted with it. While we didn’t have budget to track awareness levels, we achieved an impressive 2% click-through rate.