S09. Automotive

The Shortlist
CAMPAIGN
Skoda Fabia Design Your Dream Car
AGENCY
MediaCom Shanghai
CLIENT
Shanghai Volkswagen Automotive
BRAND
Skoda Fabia
OBJECTIVES
The brand image of Skoda Fabia was weak and awareness was actually falling. The problem was that it was seen as just another small car. We needed to change this perception and show 20-30 year olds that the Fabia is as individualistic as they are and flexible enough to fit their personal lifestyle. But if we just told them, this cynical audience wouldn’t believe it. We had to prove it. So we did it by inviting them to design their own dream Fabia, asking online audiences to choose the three best. Then we actually built them! Millions across China watched how these unique designs went from concepts to real cars in our online documentary series. One Fabia was made into a mobile wardrobe designed by a girl winner while a guy designed a Fabia to hold all of his extreme games equipment! This brought the Fabia’s flexibility, personality and style to life!
CAMPAIGN
The All New B-Class Taobao Pre-sell
AGENCY
Ogilvy & Mather Advertising Beijing
CLIENT
Mercedes-Benz
BRAND
The All New B-Class
OBJECTIVES
The Phaeton, Volkswagen's most luxurious and premium car, is built within an extraordinary facility in Dresden, Germany, called the Transparent Factory. This website and accompanying iPAD app, is centered around a storytelling experience that provides insight into what makes the Phaeton special, and how the car's production process reflects the unique art, cultural history and craftsmanship of Dresden and the surrounding region.
RESULT

CAMPAIGN
Singular Masterpiece
AGENCY
Ogilvy Beijing
CLIENT
Volkswagen
BRAND
Phaeton
OBJECTIVES
Mercedes-Benz New B-Class launched at the end of August. Before the official launch, Mercedes came up with 398 limited edition of the B-Class Night Package to be pre-sold on a e-commerce platform. The total sales target is over 22 million USD!
STRATEGY

CAMPAIGN
VW Electric Café
AGENCY
Ogilvy Beijing
CLIENT
Volkswagen
BRAND
VW-VOLKSWAGEN
OBJECTIVES
Volkswagen wanted consumers to understand their e-mobility offering ahead of upcoming introductions of electric cars to the Hong Kong market. So they brought electric Golfs to consumers for a test drive. There, they provided a unique, fun way to learn just how efficient the cars’ use of electricity is through augmented reality animation via iPADs and iPhones.While those interested waited to get behind the wheel, the electrical appliances, used within the waiting room café, triggered AR animation and memorably demonstrated how far the car could travel based on the appliances use of energy.