Volkswagen - "100 Simple Joys Of Driving"

Ogilvy UAE

Ogilvy UAE Dubai, United Arab Emirates

Awards

6091

Brand: Volkswagen
Country: United Arab Emirates

Advertiser: Volkswagen Group

Title	100 Simple Joys Of Driving
Agency	Ogilvy UAE
Campaign	100 Simple Joys Of Driving
Advertiser	Volkswagen Group
Brand	Volkswagen
Date of First Broadcast/Publication	2019
Business Sector	Automotive
Philosophy	Background. Last year, Saudi Arabia lifted a decades-old ban that prohibited women from driving. A lot of first-time drivers were understandably nervous, while existing drivers were apprehensive. Volkswagen wanted to welcome Saudi women to the driver’s seat, without making them feel any different. We saw an opportunity to reassure Saudi women, and make them feel at home, by showing them the little joys that awaited them on the road. Describe The Creative Idea. We researched and identified hundreds of everyday moments that make driving fun. Moments that were real, understated, yet relatable—regardless of a driver’s experience. Using these, we created a content calendar that kicked off on the day Saudi women were allowed to drive. We made car washes feel magical. Petrol stations fun. Traffic jams bearable. We dramatized the pleasures of driving at dawn, drumming on the steering wheel and sticking a hand out to feel the wind. Through eight films and a cross-platform campaign,?we gave Saudi women hundreds of reasons to relax behind the wheel and let go of their fears. And we reminded all drivers that there’s always room for a little more happiness on the road. Describe The Strategy. Following the historical ruling in Saudi Arabic, brands quickly showed their support for Saudi women either by congratulating or educating them. While everyone was talking about what driving would enable women in Saudi Arabia to do, no one was talking about the driving experience as an end in itself. We decided to focus on some of driving’s simpler insights, to put new drivers at ease at a time when they were already facing a lot of media scrutiny. Describe The Execution. We first identified a list of 100 universal driving moments. For the duration of the campaign, we ran 8 films across the web and social media, along with paid and organic posts on our social media channels. The campaign ran for a month across the GCC region. List The Results. 120M+ Impressions 25M+ Views 15M+ in Media Circulation Audience $90,000 in Total AVE
Media Type	Web Film
Length	114 seconds
Market	Saudi Arabia
Chief Creative Officer	Juggi Ramakrishnan
Art Director	Hugo Rochette
Art Director	Roberta Totaro
Copywriter	Aditya Hariharan
Copywriter	Tiago Cortez
Copywriter	Maya ElKai
Business Director	Atul Shenoy
Account Manager	Maha Najem
Account Executive	Raaed Rahmat
Head of Production	Luke Morris
Post Producer	Mannu Singh
Executive Producer	Shane Martin
Producer	Daniel Kilalea
Editor	Neda Ahmed
Online Editor	George Manolopoulos
Online Editor	Suresh Nair
Grading	Dan Mitre
Original Composition Score	Jamie Ryan
Original Song	Alex Tao
Director	Sune Sorenson
Director of Photography (DOP)	Michal Dabal
Agency Producer	Amin Soltani
Brand Communication Manager	Anja Petrovski
Head of Marketing	Bruno Gisquet
Retail Marketing Manager	Madlen Gruschk