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Volkswagen - "Driving Test" - adam&eveDDB

  • Driving Test
  • Volkswagen
  • Volkswagen
  • adam&eveDDB
  • United Kingdom
  • Volkswagen Passat Launch 2001
Product NamePassat
Product CategoryFull Size & DeLuxe Cars
MarketUnited Kingdom
LanguageEnglish
Media TypeTelevision
Length40 Seconds
Awards IPA Effectiveness Awards, 2002 (Effectiveness Agency of the Year >£100m) for
IPA Effectiveness Awards, 2002 (Silver) for
International Automotive Advertising Awards (IAAA), 2001 (Bronze) for Creative Arts - Direction
London International Awards - LIA, 2001 (Winner) for Television/Cinema: Automotive
The One Show, 2001 (Bronze) for Consumer TV: Varying Lengths (Campaign)
Cannes Lions International Festival of Creativity, 2001 (Gold Lion) for Cars
Production Company Partizan London
Executive Creative Director John Webster
Creative Director Ewan Paterson
Creative Director Rob Jack
Creative Director Chris Barraclough
Creative Director Sam Ball
Creative Director Dave Bedwood
Art Director Ewan Paterson
Art Director Rob Jack
Art Director Phil Bucknell
Art Director Dan MacDonald
Art Director Cosmo Sarson
Art Director James Jakob
Copywriter Ewan Paterson
Copywriter Rob Jack
Director Rocky Morton
Producer James Tomkinson
Cameraman Alex Melman
Lighting Director / Lighting Alex Melman
Account Director Jon King
Media Director Steve Edwards
Strategic Planner James Hillhouse
Agency Producer Howard Spivey
Editor Rick Russell
Advertising Manager Andrew Coombe
The beautifully crafted new Passat. You'll want to keep it that way.

Concept

The Road to Purchase

This case shows how an integrated multi channel communications approach based around car buyer's 'road to purchase' helped Volkswagen UK double its new car sales and value share over 6 years, as well as boosting sales of parts and used Volkswagens, without any erosion of the brand's 'cut above' status. The communications approach was highly efficient, and directly led to 151,000 extra sales and £1.99 billion extra revenue for Volkswagen UK.