Volkswagen Middle East is celebrating a triple-win for innovative Touareg and Beetle promotional and advertising campaigns at one of the world’s largest and most prestigious design competitions, the Red Dot Awards.
Beating competition from more than 17,000 applications from over 70 countries, the Volkswagen Touareg ‘Instant off-road kit’ was awarded both the direct mailing award in the advertising category and the best promotional merchandise award in the corporate design category.
Designed by global creative agency Memac Ogilvy & Mather, the ‘Instant off-road kit’ contained spray on mud, a vest, ‘bugs’, dirty, tan in a can and fake blood, and was created as a creative gift for media test-driving the new 2015 Volkswagen Touareg. The kit was designed to promote the new model’s luxurious SUV qualities combined with impressive off-road capabilities, based on the insight that many off-road vehicle owners seldom go off-roading
Volkswagen Middle East also scooped a second award in the direct mailing award for the Beetle and Fender “Made for Each Other” advertising campaign.
Celebrating the coming together of two iconic brands - the Volkswagen Beetle and the Fender sound system that is installed in the new Beetle - Ogilvy created a fun visual campaign through which the Beetle is placed underneath famous lyrics from the popular song “Girls just wanna have fun”, with the car completing the lyrics, by taking the place of the word “fun”, emphasizing the fun sentiment the iconic Beetle holds with drivers across the world.
The Red Dot Award: Communication Design, known as the “Deutscher Preis für Kommunikationsdesign” (German Prize for Communication Design) is hosted annually by the Design Zentrum Nordrhein Westfalen, with the awards geared to engage creative minds, from agencies, design offices and freelancers across the world.
The latest acknowledgement of Volkswagen innovation adds to other recent accolades including Volkswagen winning Most Innovative Car Manufacturer of the Decade award at the tenth presentation of the annual AutomotiveINNOVATIONS Awards in May 2015.
Thomas Milz, Managing Director Volkswagen Middle East, comments on the wins: “Innovation lies at the very heart of the Volkswagen ethos and is central to our continued success. We strive to incorporate innovative thinking in all that we do – from creating innovative technologies in our cars to ensuring our communication to our drivers is always original, creative and engaging.
“To be acknowledged and rewarded for two of our most creative campaigns this year with an incredible three awards, at such a prestigious design awards, under such a thorough judging criteria and against other huge global brands, is a huge honor and has spurred us to continue to pioneer automotive innovation – both in cars and communication.”