VOLKSWAGEN CANADA
Role: Creative Director. Copywriter. Key Deliverables: Omni-channel Campaigns. Mobile. Print. Content. CRM.
I oversaw the national Volkswagen retail account for over 2 years, running a creative department of 12. A number of award winning campaigns and activations included VW’s most successful sales event on record (Volksfest) their most viewed online content campaign (Winter Relief) and a mobile game that became their most successful ever pre-sell campaign (Countdown To A Golf).
WINTER RELIEF. Charitable content campaign spreading awareness on German streets just how badly Canadians suffer during winter. All followed up by VW’s winter discounts on features such as heated seats & snow tires.
The first car launch to ask people how much they’d like to pay. ‘COUNTDOWN TO A GOLF’ was a mobile game in which the sale price counted down live by 1 cent every second. As players could lock in the decreasing price at any second, it became a fun test of patience and nerves before another player beat them to it (at which point the full price reset and the countdown started over). The originality of the idea generated extensive auto journal press & several awards. In 2 months, over 2500 Golfs were pre-sold making it VW Canada’s most successful ever pre-sell campaign.
REAR VIEW CAMERA FILM FESTIVAL
Campaign (in French) highlighting the new Jetta’s rear view camera.
Copywriter: Fred Bruniquel
VOLKSFEST - WHO’DA THOUGHT. Feature campaign demonstrating how German Engineers think of everything.
For a Winter tire offer, with no time or budget, I strapped a Go Pro to the wheel of a Tiguan...
CREDITS:
AGENCY: Havas Canada
CREATIVE DIRECTOR: Neil Frisby
COPYWRITER: Neil Frisby