Cannes Lions
RED URBAN, Toronto / VOLKSWAGEN / 2014
Awards:
Overview
Entries
Credits
Execution
Once More, The Story of VIN 903847, is a documentary that follows the journey of a 1955 Beetle around the world 3 times, through several owners, to the present day.
The documentary film first aired on television, but digital and online media also supported the launch of the fully immersive website where people can watch the interactive film, and explore the artifacts and journal entries, all of which are completely shareable.
Outcome
The premiere of Once More aired on the Discovery Channel and Bravo, and was the #2 specialty television program during its timeslot, drawing a 19% larger year-over-year audience on Bravo alone. Cumulatively, all broadcasts of Once More reached 1,579,000 Canadians. Online, the trailer for the film, and the film itself, have 245,695 total views, to date. The site at oncemore.ca currently has 13,660 unique visits. Our Facebook efforts for Once More yielded a 3% daily page engagement, and drove 606,000 impressions.
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