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Scirocco Cup

基本信息
行业: 汽车及相关服务
媒体:推广与活动
投放:中国
风格: Minimalism
说明cnen
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.
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.
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.
制作信息
品牌:
广告公司:
执行创意总监:
创意总监:
文案:
美术指导:
制片:
其他职位:Account Team: Wendy Zhang/Michael Meng/Echo Kong/Tracy Chen
Innovation Strategy Team: Sascha Engel/Rita Yang
奖项
戛纳国际创意节 2011
铜奖 媒介应用
Use of Media
最新更新
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