Volkswagen – True VW

Volkswagen TrueVW

Background: Volkswagen was launching its new SUV in the market. They had made a big TV campaign, but a tactical part left that would attract consumers more feature-oriented. Their objective was to bring these consumers to the T-Cross website.

Idea: The first thing they thought was that they needed to talk to consumers that care about car features. And the best way to do so was to advertise right before videos that talk about this subject. So reviews about their competitors were the best choice. But there are many Trueview Ads that people barely pay attention to. So – to not disrupt the consumer experience – they decided to make their messages as short as possible. And to grab the user attention, instead of making a traditional ad, they decided to play with the medium itself. They were turning the elements of the video-player into the road, obstacles, and even their car.

Results: It generated some excellent results: Conversion to the website was 75% higher than usual TrueView ads. And Full Retention (Complete Views) was two times higher (215%) than average (TrueView ads)

Credits
Brand: Volkswagen
Campaign: Volkswagen TrueVW
Agency: AlmapBBDO / Sao Paulo