Andrea Kravanja
Account Director at MediaCom Latin America
Buenos Aires, Argentina
TitleThe New Volkswagen Gol Trend ‘it is a Goal’!
Campaign Es un Gol!
Advertiser Volkswagen
Brand Volkswagen
PostedJuly 2013
Product Gol
Business Sector Compact & Small Cars
Story In Argentina, we say “gol” when the ball crosses the line.
We say “es un gol” (it’s a goal) when some positive thing happens when we don’t expect it.
And also, in this country, the most sold car model name is “Gol”. The Volkswagen Gol.
But its main consumers –the young people– have a specific perception: the VW Gol is a ‘value-for-money’ car; it’s not a trendy vehicle.
Volkswagen had to launch the next generation of the model in Argentina and wanted to refresh the product image. They wished a funny and desirable Gol.
But, who are this ‘young people’?
They’re 24-hours online and they’re always looking for breaking themes and trends that appears every day in Facebook and Twitter.
So, we decided communicate the new model inviting people to share their “goals” of everyday in the social media, generating conversations around the brand name. We create “Es un Gol”. 
Result ‘Es un Gol’ fanpage (Nov 9th to Dec 31th)
• 47% of total Facebook Argentina users reached.
• 140.844.122 Total Impressions
• 632.000 Interacting Unique Users
• 246.241 Histories
New Gol Trend Digital Commercial Launch (29/11/12)
• 28.232 Unique Views
• 1.353 Interacting Users
Promo Goles (Since 3/12 to 14/12)
• Generated 2.598 new Volkswagen Argentina’s fans in just 3 days.
Twitter hashtag (in 3 days)
Trending Topic at Buenos Aires in November 29th.
• 15.145 mentions between 28/11 and 01/12
• 3.140 favorite tweets
• 23.1 MM total potential impacts!
Sales Results
5.731 units sold during the campaign (7% more than the objective) 
Media Type Case Study
Account Director
Communications Strategy Coordinator
Interaction Director
Entertainment Executive
Research and Insights Director
Digital Planner
Volkswagen Argentina / Marketing Manager
Volkswagen Argentina / Advertising and Media Responsible
Volkswagen Argentina / Digital Communications

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