Volkswagen JUST DRIVE was a product demonstration like no other.

To highlight our innovative Destination Import technology, we staged a real world, immersive driving experience where unknowing members of the public found themselves acting as getaway drivers in a stylised crime story that played out on the streets of London. Guided by Volkwagen’s Destination Import, our protagonist’s getaway vehicle journeyed through crime scenes and brought our heroes face-to-face with gangsters, bank robbers, and corrupt police. We recruited real people via a Facebook campaign and recorded their genuine reactions and experiences which formed the basis of a shareable film and that earned an audience for our innovative new tech.

Just Drive was Volkswagen’s hero piece of content for 2017, focusing on the brands innovative technology in their cars. Our aim was to drive Volkswagen’s innovation credentials forward by ensuring our content reached a mass audience but also showcased Volkswagen behaving ‘differently’. We executed the campaign across AV and social channels as it was video only. AV & Facebook ensured we got the reach needed to raise awareness of the campaign, whilst our formats across Twitter (conversational tweets) and All4 (personalised audio ads) ensured that we were being seen as an innovative brand through the formats adopted. Both of these formats were a first for brand, with Volkswagen being the first automotive manufacturer to utilise audio ads. The campaign was live throughout December (4th – 31st) across All4, ITV Player, Youtube, Unruly, Videology, Facebook and Twitter. Overall the campaign delivered 7,658,116 views at a cost efficient combined CPV of £0.04.

33% of viewers said they consider Volkswagen innovative after viewing (as defined as a top-3 response on a 10 point scale)

59% of viewers said they considered Destination Import to be ‘Very’ or ‘Somewhat innovative

30.4% Lift in Ad Recall (Exposed v Non-Exposed), a score Google considers ‘Best in class’