Automotive Entrant: DDB UK, London Volkswagen Scirocco
"Top Gear"

Credits
Corporate Name of Client: Volkswagen
Client Account Director: Rod McLeod
Agency Account Director: Jonathan Hill
Agency: DDB UK, London
Executive Creative Director: Jeremy Craigen
Account Director: Paul Billingsley
Account Manager: James Myers

Basic description of the project:
Scirocco sales were in decline and advertising budgets focused on launching new models. The challenge was to find an unconventional and low cost solution to drive awareness amongst an audience of performance car enthusiasts. SOLUTION: Challenge Top Gear, the most popular car programme in the world amongst performance car enthusiasts, to produce a 30” second TV ad for the new Scirocco. RESULTS: • 8 ads produced • 21 minutes 20secs of coverage • 350 million views worldwide • Over 1 million hits on YouTube • Record visits to volkswagen.co.uk