| Title | The Original Fest |
| Agency | Ogilvy Spain |
| Campaign | The Originals |
| Advertiser | Volkswagen |
| Brand | Volkswagen |
| Date of First Broadcast/Publication | 2021 |
| Business Sector | Automotive |
| Story | Volkswagen is a well-known and well-established brand around the world thanks to its vans. For many, vans represent a symbol and a lifestyle, more ticonichan just a vehicle. Due to this, Volkswagen wanted to organize a special event for their life-long van fans, that have allowed the brand to become a market leader. HOW DID WE ACHIEVE IT? First, Ogilvy launched "The Originals", a unique and exclusive engagement program for owners of the brand's vehicles. This program allowed owners to enjoy exclusive experiences and personalized customer service, fostering the sentiment of belonging to a community between brand-lovers. Then, on account of the COVID-19 pandemic, Ogilvy partnered up with Volkswagen once again, in order to organize the first ever online van rally: “The Original Fest”. This time the vans would be virtual, taking advantage of the magic of the Internet so that each user could customize them to their liking. Once they had designed their vehicles, users could drive them through a virtual environment full of surprises, contests, activities... More than 6,7K users registered to the event, and “The Original Fest” website received over 24K visits. |
| Media Type | Case Study |
| Length |