Volkswagen - "Elepump"

DDB Matrix

DDB Matrix London, Reino Unido

Prêmios

10375

Marca: Volkswagen
País: Reino Unido

Anunciante: Volkswagen

Titulo	Elepump
Agência	DDB Matrix
Campanha	Don't forget it's a diesel - Volkswagen
Anunciante	Volkswagen
Marca	Volkswagen
Posted	Outubro 2003
Produto	Diesel
Sector Empresarial	Automóveis
Legenda	Don't Forget It's A Diesel
Filosofia	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 theyd 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 Dont forget its 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.
Problema	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.
Resultado	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 UKs 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
Tipo de Mídia	Imprensa e publicações
Mercado	Reino Unido
Director criativo	Ewan Paterson
Director criativo	Jeremy Craigen
Director de arte	Justin Tindall
Redator	Adam Tucker
Tipógrafo	Kevin Clarke
Fotógrafo	Jason Tozer
Planeador	Ben Malbon
Planeador	Sarah Carter
Director de publicidade	Rod McLeod
Director criativo	Adam Tucker
Director criativo	Justin Tindall