Consumers in the Middle East are unaware that Electronic Stability Control (ESP) comes fitted as standard in a Volkswagen.

So we decided to take the technology to them and let users experience the technology on their iOS or Android device. With a self-initiated rich media ad. By simply rotating the device, the ad let them experience how VW’s ESP keeps them level on the road. Always! The existing tilt technology (the accelerometer) supported the idea and helped turn their mobile device into an interactive experience.

700,000 people engaged with the ad, with a click-through rate of 2%.

We created an interactive ad that brings to life the benefit of Electronic Stabilisation (ESP). On any mobile device (iOS and Android), but best viewed on an ipad. You see a car on the road. You're behind the wheel. And no matter how you turn your device, the ad always stays levelled, proving that with ESP, you're always in control.

The ad drew the attention of 700,000 people who interacted with it. While we didn't have budget to track awareness levels, we can say that we achieved an impressive 2% click-through rate.