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Category
Creative Use of Data / Real-Time
Annual ID
OS_CU20_032M
About the Work
Volkswagen has been the leading car brand in the Dutch automotive market for the past decades. With their broad range of different models, Volkswagen can be seen as a true family car brand. Instead of Volkswagen’s traditional brand campaigns, the brand chose a more business-oriented campaign in 2018. To maintain scores on important brand values (and have an impact outside of the mid-funnel), Volkswagen asked us to create an idea that drives brand sympathy among families, in an innovative way. Most of us can relate to the image of kids looking outside the window. But the back seat of most family cars today looks quite different: children sucked into screens, disconnected from what surrounds them. Research shows that 7 out of 10 kids are handed screens during long rides. Road Tales are location-based audiobooks that transform ordinary highways into magical tales. All stories are data driven. 5000 kilometers of high-way was scanned to create a personalised experience for every ride. Road Tales brings back liveliness, imagination and interaction to every car ride. It makes kids want to put away their screens and simply look at their surroundings. Because wherever you’re going, imagination makes a better ride, for everyone.
2020 Awards
Total Points: 2
Merit
Credits
Digital Agency
Isobar / Amsterdam
Achtung! mcgarrybowen / Amsterdam
Production Company
Robot Kittens / Hilversum
Round Trip / Amsterdam
Since '88 / Amsterdam
Music / Sound Production Company
Big Orange / Amsterdam
Chief Design Officer
Roy van Dijk
Creative Director
Samyr Souen
Kika Douglas
Designer
Joost Huver
Jack McAuliffe
Executive Creative Director
Mervyn ten Dam
Daniel Sytsma
Executive Producer
Sam van der Zanden
Illustrator
Mario Niveo
Producer
Souraya El-Far
Kim Do
Strategist
Boris Nihom
Gerben van der Zwaard
User Experience Designer
Falco Negenman
Creative Team
Wilmar Versprille
Matthijs Groos
Lieve Eek
Account Team
Dirk Jan de Krom
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