VW Caddy “Brilliant made better”
Working in collaboration with iris Worldwide and their Digital Creative Director Igor Pancaldi, this activity was aimed at raising awareness online of the launch of the new and improved Volkswagen Caddy, Britain’s best-selling small van. The campaign thought summarized that the developments made by Volkswagen are the cherry on the cake.
Leveraging the 3D assets created for the offline campaign and utilising a custom homepage takeover and an expandable MPU format, the campaign thought was dramatized by having the Caddy van drive out of the ad units across the web page towards the robotic arm which then delicately placed a cherry atop the vehicle, portraying the idea of “Brilliant made better”.
This portion of the activity drove an average CTR of 3.67% (compared to the industry average for automotive rich media of 0.15%*) and helped increase unprompted awareness of the model from 66% to 69%.
*N.B. Source: Results from MediaMind.
Disclaimer: Our portfolio represents a combination of work carried out whilst employed at play/M&C Saatchi and in the course of freelance agency contracts prior to establishing Super natural in 2012.
- Categories : Ads
- Date : April 2011
- Client : Volkswagen (iris Worldwide)