Campaign: Volkswagen’s Tough Sell Of Its Golf

Campaign: Volkswagen’s Tough Sell Of Its Golf
SHARE
THIS



This week Volkswagen has launched a content campaign via Facebook to support the iconic Golf in Australia.

It is a collaborative effort from DDB Sydney, Mediacom, Facebook and Robber’s Dog Films that has resulted in a video series set in the Australian Outback, where ‘Tom from Volkswagen’ is trying to sell the innovative Golf to a group of skeptical locals. He’s a fish-out-of-water in the remote town of Blinman in the South Australian Flinders Ranges but his persistence and belief in the product slowly wins over the locals.

DDB Sydney Chief Creative Officer, Toby Talbot, commented, “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.

“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.

“From a creative point of view we needed an idea that not only demonstrated the specific innovations but did it in a way that was entertaining and sticky. We decided to take the Golf to an environment (and people) that it would rarely be found in to see if it could impress even them. We challenged our hero to sell one of the most advanced city cars in one of Australia’s most remote towns to a cynical audience. We called it the ‘Tough Sell’.”

Ben Wilks, Volkswagen’s general manager of marketing added: “The aim was to tell the Golf’s technology story in more detail. We wanted to respond to our shifting audience. 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.

“This campaign is a great example of a brand that understands the true potential of Facebook as a video platform,” said Wade Kuhn, creative strategist, Facebook. “The collaborative spirit of all the agency partners has meant we could bring our platform expertise to a process that has produced some fantastic creative work.”

See the video series here:

http://volkswagenaustralia.com.au/thetoughsell/

Credits

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

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

 

Facebook

Creative Strategist – Wade Kuhn

 

Mediacom

Group Director – Sean Pattison

Digital Manager – Victoria Brennan

Please login with linkedin to comment

agency Clemenger BBDO Sydney McCann Sydney Online ads poll

Latest News

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off
  • Advertising
  • Media

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off

Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp
  • Advertising
  • Marketing
  • Media

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp

Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’
  • Media

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’

Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes
  • Advertising
  • Marketing

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes

According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]

by B&T Magazine

B&T Magazine
Maddison Connaughton Ends Time As Editor Of The Saturday Paper
  • Media

Maddison Connaughton Ends Time As Editor Of The Saturday Paper

Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]

Teenage boy wearing headphones works at desk in his bedroom
  • Media

New Research Names Olivia Rodrigo And BTS The Most Popular Study Music

Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]

Happy woman drinking tea and waving to someone while having video call over desktop PC in the evening at home.
  • Marketing
  • Opinion

Building A Successful Remote Marketing Team

Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]

Opinion

by B&T Magazine

B&T Magazine
Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up
  • Media

Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up

The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey
  • Marketing

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey

Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]