2018 Winners & Shortlists

I'M NOT A FAKE

Client/BrandVOLKSWAGEN MIDDLE EAST
Product/ServiceVOLKSWAGEN
EntrantMEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES
Type of EntryDigital & Social
CategoryUse of Digital Platforms
Idea Creation MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES

The Campaign

Since this behavior was taking place online, we created the first-ever interactive ad that uses reCAPTCHA recognition technology as a communication platform to spread our message. By using the same mechanism we interact with on a day-to-day basis to prove to websites we are not artificial bots, our audience identified the artificial Volkswagen parts to verify authenticity. Communicating our message of choosing original parts, we strategically targeted a medium where people are most likely to be tempted to buy fake alternatives.

Creative Execution

To implement our message through the reCAPTCHA platform, we presented our audience with an image of a Volkswagen car through the 16 tiles of the platform, and left one tile mismatched with an unoriginal part. We created a series of these ads using various Volkswagen car models with different mismatched parts for each. Users were then asked to spot and select the unoriginal tiles in order to access the next page of the site, reminding them that fake parts are not always this easy to spot and leading people to the only place where they can be secure in the knowledge that they are getting original parts – the VW dealership.

Results

Sales and enquires at VW dealerships across the region went up by XX%. Traffic on the VW website increased 3 fold. Online engagement with brand VW reported a boost of XX%. And the humans of the region felt a little compelled to buy parts that may have come from a robot.

As the issue of fake part purchasing is taking place across e-commerce sites and repair garages in the region, we wanted to target them directly during their search online for car parts; utilizing the reCAPTCHA technology to reinforce our communication and implementing interaction with the ad at the ideal moment, which is during their search or right before purchase of their car parts.

We released this interactive ad onto a number of media related to the automotive industry, targeting those who are either looking to buy a Volkswagen or are purchasing parts for one. Through the targeted placement of our ads, we spread our message of always choosing original parts while also incorporating the Volkswagen brand to maintain safety and security of the sites.

Credits

Name Company Position
Paul Shearer Memac Ogilvy Dubai Chief Creative Officer
Juliana Paracencio Memac Ogilvy Dubai Regional Creative Director
Hyunseo Yoo Memac Ogilvy Dubai Art Director
Aliza Siddiqi Memac Ogilvy Dubai Copywriter
Maya ElKai Memac Ogilvy Dubai Arabic Copywriter
Atul Shenoy Memac Ogilvy Dubai Client Service Director
Maha Najem Memac Ogilvy Dubai Account Executive
Walaa Joumaa, Hadi Haber Freelance Digital Developers
Logan Allanson, Mark Cruzem Ogilvy One Dubai Others