2019 Winner

Volkswagen Canada

Just Ask a Golf Driver

TRACK DDB

GoldCRM & Loyalty

It takes a mighty brave marketer to take their hands off the wheel and let customers do the driving. Volkswagen learned to do exactly that following an emissions scandal that led to trust issues, with shoppers seeing the brand with a skeptical eye.

Consumers simply didn’t feel they could rely on the brand for honest answers. What’s more, people tend to plug their ears to brand communications, and instead rely on forums and ask friends about a car they’re researching.

So to get back in customers’ good books, VW and TrackDDB created the “Just Ask a Golf Driver” platform, which worked to provide shoppers with unbiased answers directly from real, and impassioned, drivers. Targeted ads caught the eye of Golf owners, and encouraged them to converse with prospective buyers on the site.

In one month alone, the hub (which nabbed a Gold CRM & Loyalty) saw more than 90,000 visits, with 30,000 questions and answers, which helped drive a 148% increase in requests for test drives.

Credits
Barb Williams – Executive Creative Director
Rob Sturch – Creative Director
Bia Breves – Associate Creative Director
Noella Choi– Art Director
Thomas Zukowski– Junior Copywriter
Duncan Benjamin – Designer
Ricardo Queiroz– Product Design Lead
Shane Sincich – Business Analyst
Dondy Razon – UX Designer
Jordan Kentris – Experience Lead
Dylan Dempsey – VP, Technical Director
Rob Cimicata – Associate Technical Director
Brandon Grigg- Senior Developer
Zhao Wu – Junior Developer
Olivia Cuda – Email Campaign Specialist
Amna Chaudhry – QA Analyst
Maha Jey – QA Analyst
Anna Chow – QA Analyst
Janice Lee – QA Analyst
Deedar Fatima – Database Developer
Sekhar Bheemani – SAP Developer
Will Chong – Sr. Front-End Developer
Rebecca Prewitt– Project Mananger
Amber Richardson - VP Operations
Madjid Hamidi– Account Supervisor
Julien Beauregard – Account Executive
Alice Pinto – Project Manager
Aviva Pratzer– Marketing Analyst
Aida Tabaeva– Analytics Manager
Kristian Visconti – Strategist
Liam Steuart – VP, Business Unit Director
Hannah Jordan– Account Executive