2015 Winners & Shortlists

The Campaign

Promotion of Instagram in the UAE, unlike the USA, is not permitted. Therefore we needed to rely on driving traffic to the account through various other online platforms.

Results

Parallel parking is a mission and in the UAE it’s particularly stressful. If it’s not impatient drivers hooting to hurry up, it’s the expensive cars you’ve got to squeeze between. And with valets at every corner, the one time you actually have to park yourself becomes a massive first world problem. Nowadays everything’s instant and VW’s Park Assist is no exception, taking all the hassle out of parallel parking by doing it for you. We wanted to highlight this feature and make consumers aware of how relevant it is for this region. We therefore introduced InstaParking on Instagram. A series of mini films demonstrating the ease of reversing into a bay using VW’s Park Assist. No matter who or what you are you’ll be able to face your worst nightmare and walk away smiling. Instagram’s fast and fun platform perfectly reinforced VWs instant parking feature. Finally a social media idea that understood its online platform.

The base platform was Instagram and utilizing other channels such as Facebook and Twitter we drove people to the InstaParking account. Hashtags relevant to the post were also used to attract the attention of influential bloggers.

Even though it’s just been launched it’s already causing a buzz online. Within a week thousands more have started following VW’s Instagram, Facebook and Twitter accounts. Volkswagen showrooms have also reported an increase in enquiries about the availability of the technology. So all in all we got the message across that with a Volkswagen anyone can afford the latest innovations.