2014 Winners & Shortlists

THE SELF-LEVELLING AD

Short List
BrandVOLKSWAGEN MIDDLE EAST
Product/ServiceELECTRONIC STABILITY CONTROL
EntrantMEMAC OGILVY Dubai, UNITED ARAB EMIRATES
CategoryRich Media Advertising for Mobile Devices
Entrant Company MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Advertising Agency MEMAC OGILVY Dubai, UNITED ARAB EMIRATES

Brief Explanation

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. By tapping on the message that appeared at the end, users could book a test-drive on the Volkswagen page. 705,000 interacted with the ad, out of which 2% tapped on it. 500+ test-drives were booked as a result.

Creative Execution

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. By tapping on the message that appeared at the end, users could book a test-drive on the Volkswagen page.

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

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

Credits

Name Company Role
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
Links
Mobile URL