
Agency	Progression Group
Creative head	M. Keshishev, creative director Progression
Author of idea	M. Keshishev, creative director Progression
Product	Volkswagen Jetta Car
Description	In August 2011 Volkswagen, merging raw horsepower with comfortable elegance, released its new re-creation into the Russian market — the sixth-generation Volkswagen Jetta. Our tasks were to: launch the new model on the Russian market, develop concept for dealers’ launch events — Open Days, increase traffic to dealers centers, support project in social media/ We focus on new middle class 25-35 y.o. — young families and young status seekers. They aspire to new technologies and innovations. Basically almost all of them have accounts in social networks (facebook or vkontakte). Our strategy was to engage social media community with single uniting idea for disengaged series of events — Jetta Open Days & Test-Drives. And thereby to bring even more people to dealerships during the campaign. Taking advantage of social media we turn twodays-local-events across the country into the one-big-national-activation that lasted much longer — two weeks. Inspiration and impressions become as important as quality and reliability of goods. The new Jetta customers are looking for Brands which let them belong to the “high quality lifestyle”. Being active and having a great number of social roles they tend to hesitate choosing between sportive or executive-look car. This time personality predefines everything. It does matter whether you feel and behave like a trustworthy business person or daring boy racer. What should it be, Your New Volkswagen Jetta, SOLID OR DARING? CHECK IT OUT, CHECK-IN! We invented a virtual competition using customer’s social profile information, geolocation service and the fact that test-drive was accomplished — Introducing Non-stop VW Jetta Checkin Race between two teams: VW Jetta Sport vs VW Jetta Executive. Both off-line & online channels were activated to drive people to the test-drive. Being invited to the virtual “qualification” users were assigned to the teams and invited to start the race (test-drive) in a dealership. Every participant’s action during stages of test-drive was accompanied with messages in their newsfeed in social network to attract their friends. Each check-in during test-drive immediately added kilometers to the joint team’s result and driver’s news feed notified all his “social friends” about this fact. In case one driver brought leadership to the team, he got the reward. In total 8K people registered online out of almost 60K visitors. We had 13 WINNERS out of 4K test-drive participants from 15 cities.
Team members

http://vimeo.com/33709315

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