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Category
Online-only Video / Pre-Roll - Campaign
Annual ID
OS_IN20_046M
About the Work
Volkswagen was launching its new SUV. They had made a big TV campaign, but there was still a tactical part left, that would attract consumers more feature-oriented. Our goal was to bring these consumers to the T-Cross website. The first thing we thought was that we needed to talk about car features. And the best way to do so was to advertise right before videos that talked about this subject. So reviews about our competitors were the best choice. But there are many Trueview Ads that people barely pay attention to. So we decided to make our messages as short as possible. And also decided to play with the medium itself - turning the elements of the video-player into the road, obstacles and even our car. We selected the videos that our Trueview ads would be displayed before: reviews about other brand’s SUVs. It was a clickable ad. No matter when or where, if the consumer clicked on the player, they would be taken to our product’s website. It generated some very good results: Conversion to the website was 75% higher than usual TrueView ads. And Full Retention (Complete Views) was two times higher (215%) than average (TrueView ads)
2020 Awards
Total Points: 2
Merit
Credits
Agency
AlmapBBDO / Sao Paulo
Client / Brand
Volkswagen / Sao Paulo
Production Company
AMadre / Sao Paulo
Music / Sound Production Company
Punch Audio / São Paulo
Animator
Iande Ribeiro
Art Director
Francis Alan
Giba Mendes
Chief Creative Officer
Luiz Sanches
Executive Creative Director
Andre Gola
Pernil -
Bruno Prosperi
Marcelo Nogueira
Keka Morelle
Producer
Vera Jacinto
Diego Villas Boas
Aline Silva
Rafael Miranda de Azevedo
Fabio Galvao de Freitas
Fabricio Perrella
Cristiano Pinheiro
Mateus Polati
Carol Oliveira
Cristiane Oliveira
Karina Coviello
Writer
Bruno Anibal
Gustavo Tasselli
Client Team
Fabio Souza
Gustavo Schmidt
Helena Bonesio
Leandro Ramiro
Account Team
Christiano Bock
Mariana Nanes
Samia Derbas
Lili D. Aragoni
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