Matthew Miller
Sep 4, 2014

Guilt-free test drives: VW reaches out to young drivers

Volkswagen has launched a campaign to assure young people that they're welcome to test-drive the brand's Polo GP model even if they're nowhere near ready to buy the car.

Client: Volkswagen Hong Kong

Agency: DDB Group Hong Kong

Market: Hong Kong

Campaign scope: Facebook activation

Facts: The brand found that Hong Kong drivers are reluctant to test-drive cars they don't intend to buy right away because they fear wasting the dealer's time and effort. To move the test-drive further forward into the awareness stage of the journey, the brand and agency devised a Facebook campaign that invited probationary drivers to take part in "training" sessions in the Polo GP.

Press release quote: Simone Tam, president and CEO, DDB Group Hong Kong: “It’s refreshing to work with a client like VW who is undaunted by a completely new business solution. Together we found a unique way to entice new drivers to experience the difference of the Polo GP, without feeling guilty. It’s a brave proposition, but one that’s paying off.”

Comments: We had no idea Hong Kongers were so polite as to worry about wasting the time of car salesmen and saleswomen. But we like the simplicity and targeted nature of this idea, and the agency reports that the 48 available training slots were filled within six hours.

CREDITS

Volkswagen Hong Kong
Marketing Director - Martina Berg
Marketing Manager - Alice Siu
Event & Sponsorship Manager - Henrietta Yeo
Senior Marketing Officer - Mandy Poon, Ivan Lee, Flora Wong
Event & Retail Marketing Officer - Pamela Lai

Agency
President and CEO - Simone Tam
Chief Creative Officer - Jeffry Gamble
Creative Director - Leung Chung, Vincent Tse
Associate Art Director - Ka Ho Chan
Planning Director - Shiggy File
Associate Planning Director - Andreas Krasser
Business Director - Adrian Li
Associate Account Director - Diana Tam
Head of Live - Valiant Yip
Account Manager - Venus Tang
 

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