The idea was born together with a specific media execution. We used YouTube’s pre-roll ads in a new way, using just the first five seconds. And by adjusting the media format to demonstrate a feature, an idea and a creative concept, we made the understanding process much faster and relevant. This ad was part of a larger campaign, in which the nature of each channel was respected and used to a specific need. Web banners were used to communicate features. Social media started dialogues and used a viral content that broke Brazilian Facebook’s results records. And TV spots and magazine ads told everybody that the Fusca was back.

The Automatic Skip Ad had 1.2 million views. Close to 100% of the people watched 100% of the ad (for obvious reasons). The cost per view was always less than 2.5 cents of a dollar. And this 5 second-long spot contributed a lot to the final results: more than 10 thousand buying intentions (a record for a Volkswagen campaign), 2 million hits to the hotsite, and an increase of 60% in leads for the Volkswagen site. All of that by telling the audience that the New Fusca was back. But more technological than ever.