2015 Winners & Shortlists

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.