Volkwagen has launched its first digital-only campaign: a content story series about a fish-out-of-water trying to convince outback locals to buy a Golf.
The campaign is a collaborative effort from DDB Sydney, Mediacom, Facebook and Robber's Dog Films and marks the first time Volkswagen has invested entirely in digital channels.
It tells the story of 'Tom from Volkswagen' who is trying to sell the Golf to a group of sceptical locals from the remote town of Blinman in the Souther Australian Flinders Ranges.
Volkswagen GM of marketing Ben Wilks said the aim was to tell the Golf's technology story in more detail.
"We wanted to respond to our shifting audience," Wilks said.
"The key has been collaboration; we didn’t separate conversations about message, media and channel. The result was a greater focus on effectiveness in our first all-digital brand campaign.”
DDB and Robber's Dog produced content for the five-month campaign for distribution through Facebook and other video channels.
DDB Sydney chief creative officer Toby Talbot said the digital buy is a response to the changing media landscape.
“In a world where a four-week TV investment will buy you a six-month video presence on Facebook, it’s clear we need to change the way we do things, look for new opportunities and think about campaigns in different ways,” Talbot said.
“A traditional TV campaign wasn't going to give us the freedom to explain the Volkswagen Golf’s advanced technology properly while also allowing us to target specific audiences, as we are able to do with Facebook. Ultimately, this will help us both educate and entertain our audience over many months to come.”
See the video series here: http://volkswagenaustralia.com.au/thetoughsell/
Client – Volkswagen Australia
General Manager Marketing - Ben Wilks
Brand Communications Manager – Peter Stewart
Sponsorship Specialist – Peter Watkins
Creative agency – DDB Sydney
Chief Creative Officer – Toby Talbot
Creative Director – Cam Hoelter
Senior Copywriter – Matt Chandler
Senior Art Director – Ben Pearce
Creative Technology Director – Shaun O’Connor
Managing Partner – Amanda Wheeler
Strategy Director – Sam Payne
Senior Producer – Caroline David
Producer – Harriet Burton Taylor
Content Director/Editor – Robert Crispe
Business Director – Carla Hizon
Production – Robber’s Dog
Director – Sam Peacocke
Executive Producers – Loren Bradley and Mark Foster
Managing Director - George Mackenzie
Post – The Editors
Editor – David Whittaker
Post Producer – Nicoletta Rousianos
Colourist - Billy Wychgel
Creative Strategist - Wade Kuhn
Group Director - Sean Pattison
Digital Manager – Victoria Brennan