Creating a business-to-business campaign that is both creative and effective is seen as a real struggle. That is why we are thrilled to have won one silver award in best use of activation and one bronze award in best use of integrated for Volkswagen Commercial Vehicles at the BTOB Awards.
The Brussels Motor Show for Professionals, a fancy name for what most Belgians call ‘Autosalon’, is a big deal for car brands. No less than 40% of their annual sales is reached in just one month. Therefore, Volkswagen Commercial Vehicles and DDB Brussels decided to stand out from the crowd.
Instead of pointing out the strengths of its vehicles, we challenged the strength of professionals driving them. We transformed a Volkswagen Crafter into a giant punching door. Through a series of absurd online videos, we invited professionals to participate in the Punching Door Tour. If you punched the door hard enough, you could win a duo ticket to the Brussels Motor Show. And with multiple radio commercials in the same, humoristic tone of voice, we made professionals aware of Volkswagen Commercial Vehicles’ conditions.
Both the activation and the integrated campaign were a smashing success. With a rise in traffic to the stand at the Brussels Motor Show as well as a strong increase in sales, Volkswagen Commercial Vehicles proved once more that its range is by far the most solid choice for professionals.