Volkwagen SA - How to Adventure 360

Volkswagen, the automaker, created a TV ad that enabled South African viewers to sync it with their mobile devices.

Campaign details

Brand: Volkswagen SALead Agency: MobiclicksRegion: EMEA

Strategy

Objective

Volkswagen South Africa, one of the sponsors of Discovery Channel's show, "How to Adventure" wanted to connect with audience who loved adventure sports and create Top of Mind Awareness through them. Since the brand was already visible with a 15-second-long ad at the opening and closing time of the show, they looked for ways to extend their reach and increase brand awareness.

Since majority of TV watchers are actively present on second-screening devices like smartphones and tablets, there lay the opportunity for the brand to...

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