This how we created Australia's most successful Facebook automotive campaign.
So what was the brief then?
The job was to raise the consideration of the new model Golf,
boost understanding of its advanced tech features and deliver
more test-drives to Volkswagen dealers.
An idea that was destined to fail…
We developed an online series about a Volkswagen dealer given an
impossible task. The premise was to sell the ultimate city car in
an outback town filled with folks with no want or need for it.
Just as we expected…
Our rep Tom made a grand total of zero sales in the town but on Facebook, where the series was shown, viewers loved every awkward minute.
Facebook becomes a broadcast channel
We turned Facebook into our broadcast channel, so we could
directly target potential buyers with the 6-month series.
The most successful Australian Volkswagen campaign ever.
- Website visits +14%
- Test Drive booking +23%
- The most successful automotive Facebook campaign ever in Australia.
- Consideration for the Golf hit an all-time high of 18.2% nationally.