Volkswagen - "Bollocks"

adam&eveDDB

adam&eveDDB London, United Kingdom

Премии

53236

Бренд: Volkswagen
Страна: United Kingdom

Рекламодатель: Volkswagen

Заголовок	Bollocks
Агентство	adam&eveDDB
Кампания	Don't forget it's a diesel - Volkswagen
Рекламодатель	Volkswagen
Бренд	Volkswagen
Дата первой трансляции/Публикации	2003 / 1
Продукт	Diesel
Бизнес сектор	Легковые автомобили
Слоган	Don't Forget It's a Diesel
История	A young girl says 'bollocks' whenever something doesn't go her way. We learn where she gets it from when her dad says it when he realises he has accidentally put petrol in his diesel engine Volkswagen.
философия	Volkswagen decided to capitalise on the new legislation, not least because Volkswagen make more in revenue terms from Diesel than they do from petrol and because Volkswagen had just introduced 2 more highly powered and highly priced diesel engines. The objective was to increase the diesel share of total Volkswagen sales. The main job for communications would be to overcome the negative perceptions of diesel cars in consumers minds. Diesel cars were thought to be sluggish and dirty. They were thought to be unstylish cars driven by unstylish people. DDB developed a campaign that single mindedly set out to persuade people that Volkswagen diesels were just as good as petrol. The creative challenge was to convince potential diesel drivers that they’d be able to forget they were driving a diesel. The campaign was carefully integrated to ensure that the message felt ubiquitous. TV and poster were used to drive awareness and were supported with advertising on petrol pump nozzles, a DM pack with a ‘Don’t forget it’s a diesel’ self-inking rubber stamp was sent to fleet managers and packs of forget-me-not seeds were altered to feature a diesel message and tipped on in motoring titles.
Проблема	While sales of petrol cars have traditionally dominated the UK car market, during 2001 it became clear that the near future would provide a window of opportunity for dramatic and sustained growth in the diesel sector. Legislative changes due to come into effect in April 2002 meant that company car drivers were now to be taxed on the CO² emissions of their engines rather than the miles driven per annum. This would clearly favour diesel cars – they generally have lower CO² emissions than petrol cars.
Результат	The campaign produced impressive results. Volkswagen achieved everything it set out to. Diesel sales became a larger percentage of Volkswagen sales, sales of higher-powered diesels increased, people paid more for Volkswagen diesels, diesel sales revenues increased, and while Volkswagen became market leader in diesel, overtaking long-time rival Peugeot, the Golf became the UK’s best-selling Diesel car. Econometric modelling of UK performance suggests an incremental revenue return for Volkswagen during the period 2002-2003 £180.2m against a communications investment of £12.3m
Тип медиа	Телевидение и кино
Длина	40 seconds
Рынок	United Kingdom
Продюсер агентства	Maggie Blundell
Креативная команда	Dan Hubert
Креативная команда	Amber Casey
Директор	Jackie Oudney
Продакшн Студия	Bliss Films
Копирайтер	Dan Hubert
Арт-директор	Amber Casey
Кинооператор	Tom McDougall
Директор по освещению / Освещение	Tom McDougall
Продюсер Продакшн Студии	Maddy Coburn
Звуковой дизайн компании	Dan Pemberton
Менеджер по рекламе	Rod McLeod
Econometrician	Les Binet
Планировщик счета	Ben Malbon
Планировщик счета	Sarah Carter
Креативный директор	Dan Hubert
Креативный директор	Amber Casey