Category

Award

EYES ON THE ROAD

Grand Prix

Case Film

Presentation Board

ClientVOLKSWAGEN
ProductVOLKSWAGEN
EntrantOGILVYONE BEIJING, CHINA
Type of EntryUse of Media
CategoryUse of Special Events And Stunt/Live Advertising
TitleEYES ON THE ROAD
Product/ServiceVOLKSWAGEN
Entrant Company : OGILVYONE BEIJING, CHINA
Advertising Agency : OGILVYONE BEIJING, CHINA
Media Agency : HHMEDIA Guangzhou, CHINA
Credits
Name Company Position
Graham Fink Ogilvy Beijing Chief Creative Officer
Doug Schiff Ogilvy Beijing Executive Creative Director
Kama Yu/Wang Daqing Ogilvy Beijing Creative Directors
Zhang Minsheng/Zhou Xufeng/Morris Ku Ogilvy Beijing Art Directors
Song Lei/Doug Schiff Ogilvy Beijing Copywriters
Morris Ku/Rita Yang Ogilvy Beijing Agency Producers
Guo Yu Ogilvy Beijing 3d Design Lead
Sun Zhang/Wan Xing/Lin Wanqiu Ogilvy Beijing 3d Designers
Eggtart Chow Answermark Limited Director
Andy Chow Answermark Limited Art Director
Avis Or Answermark Limited Producer
Ng Kai Ho/Gloria Cheung/Sam Yip Answermark Limited Assistant Directors
Alfred Pong/Jovi Lee/Alan Yip Answermark Limited Dop
Kk Chau Answermark Limited Sound Effect And Mixing
Irene Ng Answermark Limited Production Assistant
Eggtart Chow Answermark Limited Editor
Jovi Lee Answermark Limited Post Production

Results and Effectiveness:

"Eyes on the Road" garnered 27 million views in just 2 months after launching, making it become the world's top auto viral during the months of June and July, and gaining a earned media value of over US$4.5 million. In addition, a quote quote from the client, VW marketing director, Helen Wu: "I've seen quite a few safety communication pieces for Volkswagen around the world, but this was the most immersive messaging on the subject I've ever seen."

Creative Execution:

An unsuspecting audience came into the theatre. After the lights went down, a trailer began. From a driver's point of view, the audience saw a car passing along a scenic road. After a little time, long enough for the audience to wonder what was going on, a location-based SMS broadcaster, in the projector booth, delivered a message to all those in the theatre. With nearly all looking down at the mobiles, the car on screen ran off the road and crashed into a steel pole. Safety messages about mobile use while driving were then seen.

Insights, Strategy and the Idea:

As many car brands are realizing the dangers of sending and receiving texts while driving, VW wanted to communicate its dangers; but in keeping with the irreverent and fresh nature of the brand, VW wanted an execution that would feel different and unexpected. The youth target is very familiar with the brand and generally have a warm feeling. The unique insight was these kind of road safety messages are usually not noticed or paid attention to. So this idea was made in a way that the target wouldn't soon forget.