2014 Winners & Shortlists

The Brief

Consumers in the Middle East are unaware that Electronic Stability Control (ESP) comes fitted as standard in a Volkswagen.

Creative Execution

The Self-levelling ad clearly demonstrated the benefit of Volkswagen’s Stability Control with a high level of engagement.

Describe the creative solution to the brief/objective.

We created the only ad that uses iOS/Android tilt technology (the accelerometer) to turn the ad into an interactive experience. By tilting or rotating their device, users experience the ESP technology for themselves as it manages to keep them level on the road. When they finished playing around a message appeared. Upon tapping, users were lead directly to the Volkswagen website where they could book a test-drive.

Results

705,000 interacted with the ad, out of which 2% tapped on it. 500+ test-drives were booked as a result.