Volkswagen South Africa asked Ogilvy & Mather South Africa to create a banner campaign to help launch the new Polo Vivo range a selection of cars manufactured exclusively in … read moreSouth Africa and marketed predominantly at young, first time car buyers.But banners are boring so we convinced them to let us spend the tiny budget creating 6 attention grabbing short films that could double up as both banners and YouTube pre-rolls.Armed with nothing but a cellphone camera, some stock footage, and a cast borrowed from around the agency, we released a new short-film and video banner once a week for six weeks.
Each video brought the Polo Vivo’s "Anything is possible" positioning to life, introducing people to a world in which cars can skip rope or fold up to fit in your pocket and streetscapes can turn into a spontaneous game of Tetris.
Across the course of the six weeks, our banners earned more than 400 000 plays, and an average click rate of 4 times the industry benchmark.
In YouTube, our videos were seen more than 273 000 times, with up to 17 percent of our views coming from organic traffic and an average view duration of 94%.
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