| Brand | VOLKSWAGEN |
| Product/Service | ELECTRONIC STABILITY CONTROL |
| Entrant | MEMAC OGILVY Dubai, UNITED ARAB EMIRATES |
| Category | Digital Media (Including Internet, Mobile Devices, etc) |
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Entrant Company
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MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
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Advertising Agency
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MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
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Media Agency
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APPSNACK Dubai, UNITED ARAB EMIRATES
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Results and Effectiveness
705,000 interacted with the ad, out of which 2% tapped on it. 500+ test-drives were booked as a result.
Creative Execution
The ad appeared in digital car magazines in the region, fed through a live server. When the user finished interacting with it, a message appeared to get further information and to book a test-drive.
Insights, Strategy and the Idea
Consumers in the Middle East are unaware that Electronic Stability Control (ESP) comes fitted as standard in a Volkswagen. So we created the world’s first ad that uses iOS/Android tilt technology (the accelerometer) to turn the ad into an interactive experience. By tilting or rotating the device, users experience the ESP technology for themselves as it manages to keep them level on the road.
Credits
| Ramzi Moutran |
Memac Ogilvy |
Creative Director |
| Sascha Kuntze |
Memac Ogilvy |
Associate Creative Director |
| Irfan Ghani |
Memac Ogilvy |
Graphic Designer |
| Conrad Theron |
Memac Ogilvy |
Copywriter |
| Yousef Baqir |
Memac Ogilvy |
Digital Producer |
| Mazen Haddad |
Memac Ogilvy |
Digital Planner |
| Hani Khatib |
Memac Ogilvy |
Digital Media Planning |
| Atul Shenoy |
Memac Ogilvy |
Account Director |
| Anastasia Teresh |
Memac Ogilvy |
Account Manager |