2015 Winners & Shortlists

INSTANT OFF-ROAD KIT

Silver
BrandVOLKSWAGEN MIDDLE EAST
Product/Service2015 TOUAREG
EntrantMEMAC OGILVY Dubai, UNITED ARAB EMIRATES
CategoryPromotional Item Design
Entrant Company MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Advertising Agency MEMAC OGILVY Dubai, UNITED ARAB EMIRATES

Brief Explanation

With a limited budget we needed to find an intriguing way to inject a bit of fun, Volkswagen style. Every week journalists receive stacks of brochures and stats. And with minor updates on the VW Touareg, we needed to get them as excited about its launch as we were.

The Brief

The 2015 Volkswagen Touareg didn’t undergo many cosmetic changes. It was still however, a seriously luxurious SUV with serious off-road capabilities. We needed the journalists to get excited about the vehicle in order to help drive future sales.

How the final design was conceived

We based our design on a military-esque medical kit. The entirety of the design tried to convey a feeling of ruggedness. We did this with a sandblasted matte finish on the box and stenciling the logo on it. Similarly we had branding that worked combined roughness in texture and clarity through coding the items. We continued this feel into our safety manual, injecting some tongue-in-cheek humor through descriptions and bold illustrations. To break free from the rigid style of manuals, we used experimental typography to spice up descriptions for each use of the contents, adding another playful layer in an obvious ironic tone of the kit.

Indication of how successful the outcome was in the market

All in all, the kit sparked a lot of conversation and positive responses from our client as well as our test drivers. A few kits even made it to the showroom floor and into the trunk of VW Touaregs that proud buyers could take home.

VW is known worldwide as engineering for everyone with its brand values being value, innovative and responsible. The current market share in the Middle East is 1.71%. The kit was a PR giveaway that Volkswagen gave to journalists at the launch event. The total budget: $1800. Overall it generated $ 104,121 in off-line media, with 28 pages including cover mentions.

Credits

Name Company Role
Ramzi Moutran Memac Ogilvy Executive Creative Director
Sascha Kuntze Memac Ogilvy Creative Director
Ben Knight Geometry Global Excecutive Creative Director
Logan Allanson Geometry Global Associate Creative Director
Jesse Bray Memac Ogilvy Senior Graphic Designer
Irfan Ghani Memac Ogilvy Graphic Designer
Gavin Stradi Memac Ogilvy Copywriter
Jagath Nanayakkara Memac Ogilvy Illustrator
Christian Louzado Geometry Global Designer
Kavi Bhandary Memac Ogilvy Production Manager
Sukesh Babu Memac Ogilvy Production Manager
Atul Shenoy Memac Ogilvy Account Director
Mani Du Plessis Memac Ogilvy Associate Account Director
Joaquin Lajud Memac Ogilvy Account Executive
Michael Koehler Volkswagen Middle East Marketing Director
Anja Petrovski Volkswagen Middle East Brand Communications Manager
John Ridgeway Memac Ogilvy Studio Manager
Jaison George Memac Ogilvy Finalizer