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Top 6: December 12th 2012
Interactive

Volkswagen Polo: Polowers Case

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Top 6: December 12th 2012
The Volkswagen Polo is one of the most desired car models for young people. In order to foster engagement amongst the digital native target, DDB developed a strategy in social networks aimed to convert the brand in the first topic of conversation on Twitter for a day. The focus of the action was the creation of the hashtag #Polowers, to give a name the followers of the VW Polo in the network. And the reason for the meeting was the celebration of the 1st Polowers Race on Twitter. In terms of results, the campaign generated more than 150,000 tweets 8 hours after launching, at a rate of 5 tweets per second. And it did so on more than 10% of Twitter´s total audience in Spain, in addition to leading the Top 10 trending topics. Also, the game generated a vast amount of visits to Polo´s product section on www.volkswagen.es, reaching a record of its history.
Credits Other credits

Technical Director: Emilio González

Technical Director: Emilio González

Interactive Director: Pablo Sánchez

Business Director: Gorka Lozano

Account Director: Javier Villalba

Digital Account Director: Thais Ruiz de Alda

Account Executive: Laura del Rio

Planning Director: Samanta Júdez

Agency Producer: Vicky Moñino

Digital Producer: Jordi Fernández

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