The Original Click
Volkswagen - Spare Parts - Youtube
Issue 24 | September 2012
Agency
Almap BBDO
Creative Team
General Creative Director: Marcello Serpa, Luiz Sanches Co-Creative Director, Online: Luciana Haguiara, Sandro Rosa Art Directors: Sandro Rosa, Raul Arantes, Victor Britto Copywriters: Andre Almeida, Luciana Haguiara
Production Team
Technology Director: Fernando Boniotti Project Manager: Ana Carolina Cintra
Other Credits
Media: Paulo Camossa Jr, Gabriel Queiroz, Kaue Lara, Mauricio Val Cruz, Larissa Sanches Account Services: Fernao Cosi, Filipe Bartholomeu, Christiano Bock, Sabrina Lima Peralta, Karina Kanashiro Approval: Arthur Martins, Herlander Zola
Background
For each successful video on YouTube, there are any number of poorly made imitations. The internet is awash with rubbish re-makes but some of these copies have had millions of views.
The creative team at Almap BBDO saw this as a creative opportunity.
Idea
The team searched out on YouTube the remakes which had had the most number of views. Then they placed banners promoting VW Spare Parts within the rubbish movies. When users clicked on the banner, they had a surprise. They were re-directed straight from the terrible copy to the original video.
It was a demonstration of the difference between VW original spare parts and the badly made copies also on the market.
Results
For each $100 US dollars spent, there were almost 125,000 views and approximately 500 clicks.
Our Thoughts
This is such a simple idea, to illustrate the difference between a copy and the original as a metaphor for VW spares. What’s neat about it is that the people most likely to be buying white-label parts are younger drivers, exactly the sort of demographic group who spend time on YouTube looking at daft stuff. A very nice media idea as well as a relevant creative execution.