CASE STUDY
↓
“Striking,
ghostly images.”
The new Arteon marked Volkswagen’s first time launching a fastback-saloon. The car appealed to a new target audience: design and art lovers. To convince them that the Arteon is beautiful in every sense, we had it shot by the blind photographer, Pete Eckert. A video documentary showed the photoshoot of the new Arteon with Pete as he approached it on his own.
“Some of the coolest car photos you’ll ever see.”
We gave Pete the Volkswagen Arteon for a few days and let him photograph this vehicle. Because a blind person photographs and stages an automobile in their very own way. He created the photos with his touch, hearing, an analogue camera and different flashlights.
The results are breathtaking car photos and a multimedia campaign that has never been seen before. The documentary was adapted in over 50 different formats and distributed in over 20 countries. In Germany we also made print adverts, advertorials, editorials, OOH, TV, and cinema.
RESULTS
The online documentary was viewed 11.000.000 times on Facebook.
Over 12.000.000 media impressions.
Over 260.000 showroom visits and 75.000 successfully configured Arteons.
Conversion rate increase from 11% to 15%.
AWARDS
Lovie Award 2018:
Gold in Internet Video, Documentary
Commawards 2018:
Gold in Print, Craft
Epica Awards 2018:
Silver in Advertising Photography
Bronze in Branded Content, Film/series
ADC Germany 2018:
Bronze in Print Craft/Photography
Bronze in OOH Craft/Photography
Bronze in Integrated Communication
New York Advertising Awards 2018:
Bronze in Digital/Cyber Communication/Craft
Bronze in Print, Craft/Photography
Die Klappe 2018:
Bronze in Branded Content