Volkswagen UK - "People’s Supercar"

Tribal Worldwide, London

Tribal Worldwide, London London, United Kingdom

4956

Бренд: Volkswagen UK
Страна: United Kingdom

Рекламодатель: Volkswagen

Заголовок	People’s Supercar
Агентство	Tribal Worldwide, London
Кампания	People’s Supercar
Рекламодатель	Volkswagen
Бренд	Volkswagen UK
Дата первой трансляции/Публикации	2018 / 11
Бизнес сектор	Легковые автомобили
Проблема	Tribal Worldwide London, adam&eveDDB and Snapchat have come together to create the world’s first mobile phone-based interactive GTI race track for Volkswagen UK, connecting with GTI admirers across the UK and using cutting edge Augmented Reality (AR) to celebrate the joy of driving and deliver the latest instalment of the Volkswagen GTI ‘People’s Supercar’ campaign. The GTI race track is a bespoke 3D model of a race circuit, which users can interact with through Snapchat’s AR lens. The track is made up of forests, beaches and cities, which users can race the GTI around by tapping and holding on the screen; the longer they hold, the quicker the GTI goes, although they have to be careful not to get carried away around the track’s hair-pin corners. Drivers can then go beyond the platform and spread the joy of driving by sharing their results with friends and competing for the best GTI lap time. Tribal was tasked with helping Volkswagen UK achieve a key business objective of further improving its already strong brand likeability. Their latest response is a campaign rooted in the positive sentiment that surrounds the GTI – a family of ‘hot hatch’ cars loved by petrolheads and everyday drivers alike. Tribal found this audience was most successfully reached via Snapchat, and in a collaboration with adam&eveDDB, the three companies have teamed up to create a playful campaign that enhances smartphone users’ fond feelings felt for the GTI, and therefore Volkswagen. The GTI race track, which can be accessed by scrolling through Snapchat’s VR lenses, will be available for a month from 19 November.
Тип медиа	Азартные игры
Длина	21 seconds
Исполнительный креативный директор	Victoria Buchanan
Креативный директор	Jon Cleave
Управляющий партнер	Michael McConville
Коммерческий директор	Matthew Harris
Директор рабочей группы клиента	Faye Morten
Директор рабочей группы клиента	Steve Halliday
Специалист по работе с заказчиками	Andy Billman
Менеджер проекта	Daniela Cossu
Начальник планирования	Nick Hirst
Senior Planner	Sohail Bhatia
Медиа-агентство	Omnicom Group
Медиа-планировщик	Alice Edge
Агентство	adam&eveDDB