2015 Winners & Shortlists

Creative Execution

The idea was to encourage youth and young adults to participate through a dedicated micro-site (www.TweetForTheBeetle.com) with a score-board for the competition, participants were asked to tweet using the hashtag غرد_للبيتل# (Tweet for the Beetle in Arabic), each Tweet and Retweet was equivalent to 1 point, and the first to reach 99,900 points (the local price of the vehicle being 99,990SR) wins the car!

High engagement More than 1275 people participated on Twitter. One of them promised to give the Beetle to charity for cancer. Another pledged to gift it to his 17,000th follower trying to bring engagement to his Twitter as others went on describing what they would do if they won. Results In less than 3 days, the impressions on Twitter exceeded 1.2 billion and a whopping total of 9,637,739,982 by end of the campaign In 34 days. The reach rate exceeded 335,412,802 people with total mentions of 2,039,450 and with 1,257 participants and only one winner!

Volkswagen Saudi Arabia aims to enhance its brand image among the creative and young people of Saudi! Unsurprisingly, Saudis are tech-savvy! 70% of the population are younger than 30, and 60% of Saudis are active online; therefore we needed to socialize Volkswagen among the youth and young adults by triggering the engagement online. Since the launch of Volkswagen Saudi Arabia’s account on Twitter in mid April 2014, and through the witnessed high engagement, it was observed that people frequently demanded “Give us a free car!” As November approached with the arrival of the 2015 Volkswagen Beetle to Saudi Arabia, the challenge was to build awareness in a trendy manner.