CASE STUDY – VOLKSWAGEN ‘Made for Real Life, Not the Movies (2014)’ Background Volkswagen has supported independent cinema through sponsorship of See Film Differently since 2005. They launched three new creatives in 2012 and one of the main recommendations to build upon for the 2014 campaign was to create a stronger link within the ads to the core values of VW VW aimed to forge this link by emphasising how safe their cars are; a core brand value of Volkswagen. By incorporating the vehicle’s safe-distance technology in the creative feature itself, this would address the 2012 recommendations as well as increase overall consideration for the brand. Idea Created by Adam & Eve/DDB the three ads used; ‘bus’ ‘chase’ and ‘explosion’ were aired across independent cinemas in the UK. All creatives used the idea of a movie scene in conveying how the car is not appropriate for those high-octane film sequences; because in fact it is ideal for real life. With its safe-distance and sensor technology the vehicle is perfect for consumers, where safety really does come first. Campaign Details Sector Motors Media Agency MediaCom Target Audience All Adults Creative Agency Adam & Eve / DDB Package AGP Cinema Methodology Cinema exposed vs non-exposed

CASE STUDY – VOLKSWAGEN ‘Made for Real Life, Not the Movies (2014)’ Brand Impact Creative Impact +219% +44% +300% 89% of cinemagoers said VW’s campaign and association with cinema was appealing to them The messaging was clear: The creatives achieved an average understanding score of 96% (vs. 55% in 2012) The appeal of the ads drove positivity: The creatives achieved an average positivity score of 86% (vs 45% in 2012) +300% Spontaneous Advertising Awareness (Cinema exposed = 52%, Control = 13%) +219% Prompted Advertising Awareness (Cinema exposed = 83%, Control = 26%) Clarity communicated a key message: 72% said the ads showed VW creates technology which makes driving safer +44% Spontaneous Brand Consideration (Cinema exposed = 46%, Control = 32%) Summary The change in creative approach had the desired effect. There were significant shifts vs. 2012 in terms of clarity, appeal and the communication of key brand messages The campaign cut through and led to strong levels of advertising awareness. The visibility of VW alongside the creative strength and focus upon key brand attributes led to a growth in consideration.