dasauto-playnow1[1]Brief:

Develop and leverage Volkswagen’s tennis sponsorship portfolio to deliver national reach and engagement as well as on-the-ground activations across their sponsored events. The strategic approach we took was to focus on creating activity to enhance Volkswagen’s innovation credentials.

Idea:

To engage with fans nationally, we developed Volkswagen Das Auto Tennis, an online tennis game where Volkswagen cars are the stars.

This integrated campaign saw us develop a bespoke game supported by a digital, mobile and social media buy that reached 7 million Australians. The game was part of a Volkswagen tennis hub on their website across desktop, tablet and mobile that also included entry forms to our other competitions. Players had the chance to feature on the leaderboard and share their result to Facebook.

The experience was then extended and taken into a live space at the tournaments. Participants were invited to sit in the drivers seat of a Volkswagen Golf Cabriolet and control the movement of the cars on screen using the vehicle steering wheel. Our experiential activities around the country also included the Volkswagen Human Car Wash, a unique cooling experience for fans to escape the Australian summer heat and  a host of other competitions and activities including the Volkswagen Serving Challenge and Volkswagen Guessing Competitions.

We worked with the events to be able to get a Volkswagen Polo on court for the Volkswagen Baseline Challenge. This highly visible promotion offered lucky fans the chance to take to Centre Court and attempt to hit balls into the boot of the Polo for the chance to win the car.  Hosted daily between some of the most high profile matches, the activity ensured all eyeballs were on Volkswagen at all four events.

Impact:

  • 25 days of activations in four states over two weeks
  • 17,000+ plays of Volkswagen Das Auto Tennis
  • 53,000+ direct engagements in Volkswagen activations
  • Doubled cost effectiveness in lead generation compared to Brand Benchmark