Brand | VOLKSWAGEN MIDDLE EAST |
Product/Service | VOLKSWAGEN PARK ASSIST |
Entrant | MEMAC OGILVY Dubai, UNITED ARAB EMIRATES |
Category | Use of social in a promotional campaign |
Entrant Company
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MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
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Advertising Agency
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MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
|
Production Company
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BLUE CACTUS FILMS Dubai, UNITED ARAB EMIRATES
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The Brief
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.
Describe how the promotion developed from concept to implementation
We 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.
Describe the success of the promotion with both client and consumer including some quantifiable results
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.
Explain why the method of promotion was most relevant to the product or service
VW’s Park Assist feature is all about ease and instant, a perfect fit for a platform that has become renowned for exactly that. Not only this, VW prides itself on being a brand that’s fun and for the people. The same could be said for Instagram.
Credits
Ramzi Moutran |
Memac Ogilvy |
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 |
Brand Communications Manager |
Ivana Arsenijevic |
Bluecactus Films FZE |
Stylist |
Stefan Duering |
Bluecactus Films FZE |
Art Department |
Bartek Pryzp |
Bluecactus Films FZE |
Producer |
Asif Limbada |
Bluecactus Films FZE |
Dop |
Hermann Meingast |
BLUECACTUS Films |
Exeuctive Producer |
Umair Sultan |
Freelancer |
Editor |
Julian Hagen |
Bluecactus Films FZE |
Dop |