As the Chief Customer & Marketing Officer at Volkswagen Group Australia I was very excited to sign off on the concept of merging advertising with gaming. In fact I recall saying to the marketing team – the campaign MUST deliver the game or it doesn’t work. Why was I so excited about the concept of merging advertising with a game – well a few reasons. You and I know that many TV viewers are also on a second device at the same time. So if you can extend your advertising spend to take over that second screen as well – winning formula.
Plus human connection is essential to building a brand, loyalty and advocacy. The campaign was a massive success. Although some of the elements went live after I left Volkswagen I am extremely proud to have given the campaign the oxygen to achieve the results. An amazing team made it happen – kudos to them all. Below is just one of many articles on the campaign.