86343601-F551-413A-A2C5-4C91B1960AAF Created with sketchtool. D1681562-9B56-4AA3-A659-E4329F356674 Created with sketchtool. 934F8DA0-9E27-42BD-8CE3-D245838B7017 Created with sketchtool. ABBF01E5-99A9-4F8E-A5B6-D8D0DFCAA1DF Created with sketchtool. 52B86ADF-15D7-4BEB-87CA-3619D1900DF7 Created with sketchtool. 7589DD6C-9BE1-49A5-8D68-4F50FBA8B794 Created with sketchtool. close button Created with Sketch. 6BB0D236-0C4D-43DD-9499-76C2156B2D45 Created with sketchtool. 2C0B0BEE-6DF1-41ED-96BE-B08D012E4E7E Created with sketchtool. 0C8DBC52-E08E-4F0A-AE54-AE9BB73113CC Created with sketchtool. instagram Created with Sketch. F79C22BD-1248-4072-AC81-B134598B2AA5 Created with sketchtool. F79C22BD-1248-4072-AC81-B134598B2AA5 Created with sketchtool. C9FD7B3E-0845-41B2-ACCB-6714158590FB Created with sketchtool. 9390E317-BF7B-47ED-B954-052183D5FB1C Created with sketchtool. 33AF606F-4AB8-48BF-88F5-131EAFCB6433 Created with sketchtool. 8318C22D-D94B-44A9-AB45-C1392FAA4A70 Created with sketchtool. 61A8DE16-3685-4C96-8420-67656881EA29 Created with sketchtool. D1CB3555-9A1D-4970-80EF-E3ABD5BACF7D Created with sketchtool. F80B5C4D-057D-4477-AF86-E46BC62AC7A4 Created with sketchtool. Search icon Created with Sketch. A3C99BA3-E981-44D5-BCA9-B1C8A5D09E36 Created with sketchtool. BC8D40A0-6611-4C38-8AD4-8E2D17FA6DC3 Created with sketchtool.
Festival of Creativity
27 - 29 September 2017
Singapore

Category

Award

SCIROCCO CUP

ClientVOLKSWAGEN
CategoryA02. Best Use of Magazines/Newspapers
TitleSCIROCCO CUP
Product/ServiceSCIROCCO
Entrant Company:OGILVY BEIJING, CHINA
Advertising Agency:OGILVY BEIJING, CHINA
Credits
Name Company Position
Doug Schiff Ogilvy Beijing Executive Creative Director
Gina Sim Ogilvy Beijing Creative Director
Robin Hu Ogilvy Beijing Art Director
Sam Sun Ogilvy Beijing Copywriter
Sascha Engel, Rita Yang Ogilvy Beijing Innovation Strategy Team
Wendy Zhang, Michael Meng, Echo Kong, Tracy Chen Ogilvy Beijing Account Team
Wang Daqing, Zhuang Yu Ogilvy Beijing Agency Producers

Results and Effectiveness:

From these insertions came over 900,000 page views, over 200,000 unique visitors and over 50,000 virtually racing on the Scirocco Cup tracks. In addition, huge buzz over the racing game turned into over 52,000 registering for the Scirocco Camp which was a few more than VW could accommodate, but enthusiasm for the race and the Scirocco itself had been attained. Over 7% of the virtual racers signed up for test drives making 2010 VW's best year ever for Scirocco sales. For VW, it supported (and leveraged) the fun, active, tech-advanced attributes which are so important to the brand.

Creative Execution:

A flap/insert on the outside of magazines led the reader to a print ad about the event. The flap turned out to be a racing wheel to be used in the Scirocco Cup 2010 Augmented Reality race that was as near as their computer. The instant racers chose from the 7 tracks that the professional Scirocco Cup races would take place on around the country. Since Scirocco is really a product that attracts young trendsetter and car enthusiasts with a love for modern technology, this creative execution engaged them on multiple levels: speed, competition, new gadgetry, and as an adrenaline-pumping experience, either alone or with friends.

Insights, Strategy and the Idea:

As the Scirocco Cup Professional Racing Circuit was coming to China, VW wanted to build excitement for the events, and also use the events to leverage their 2010 Scirocco. Since few people from their target were able to attend the races (or even see them on TV as they were not televised) VW wanted to bring the excitement of the racing experience to people.