|Category||A02. Best Use of Magazines/Newspapers|
|Entrant Company:||OGILVY BEIJING, CHINA|
|Advertising Agency:||OGILVY BEIJING, CHINA|
||Executive Creative Director
|Sascha Engel, Rita Yang
||Innovation Strategy Team
|Wendy Zhang, Michael Meng, Echo Kong, Tracy Chen
|Wang Daqing, Zhuang Yu
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.
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.