2015 Winners & Shortlists

VOLKSWAGEN INSTAPARKING

Bronze

Case Film

Presentation Board

BrandVOLKSWAGEN MIDDLE EAST
Product/ServiceVOLKSWAGEN PARK ASSIST
EntrantMEMAC OGILVY Dubai, UNITED ARAB EMIRATES
CategoryUse of Social or Community
Entrant Company MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Advertising Agency MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Production Company BLUE CACTUS FILMS Dubai, UNITED ARAB EMIRATES

Creative Execution

Our 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.

Parallel parking in the UAE is particularly stressful. If it’s not impatient drivers hooting to hurry up, it’s the fear of squeezing between expensive cars. 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.

Credits

Name Company Role
Ramzi Moutran Memac Ogivy Executive Creative Director
Sascha Kuntze Memac Ogilvy Creative Director
Sarah Bamford Memac Ogilvy Art Director
Gavin Stradi Memac Ogilvy Copywriter
Jimmy Alfred Memac Ogilvy Production Manager
Atul Shenoy Memac Ogilvy Regional Account Director
Mani Du Plessis Memac Ogilvy Associate Account Director
Joaquin Lajud Memac Ogilvy Senior Account Executive
Mouna Ghadban Memac Ogilvy Social Media Executive
Annie Miekle Memac Ogilvy Head Of Content
Fahad Osman Memac Ogilvy Business Director
Michael Koehler Volkswagen Middle East Marketing Director
Anja Petrovski Volkswagen Middle East Brands Communications Manager
Links
Entry URL