Agency: Creative on Demand, Miami
MARKETING CHALLENGE: Volkswagen of America has a very positive brand image among Hispanics, but suffers from the perception that the cost of maintenance for a German vehicle might be too high.
CREATIVE SOLUTION: The service Volkwagen dubs "Carefree maintenance" is important to every consumer, but research found Hispanics care about it even more. In Spanish- and English-language executions, a guy carefully polishes the exterior of his VW, then gleefully drops it off at a VW dealer for the free maintenance service. A voice-over explains, "Since Volkwagen started offering no-cost, carefree maintenance, everyone wants their car to be a Volkswagen," as a mechanic rips the fake exterior off the car that is not, in fact, a Volkswagen and mutters, "Another one."
-- LAUREL WENTZ
Hewlett-Packard "The HP Insider"
Agency: Dieste, Dallas
To show that a PC can take people pretty much anywhere, the HP Insider program enlisted one team, the Dallas Mavericks, and one fan, the winner of a contest who submitted the best video about why he or she should be the insider chosen to spend a week with the team. The winner, Mandy, used her HP laptop to start blogging and told the world about her week traveling with the team.