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Award: Wood Pencil

Wood Pencil / Direct / Direct Online Advertising / 2006

Feature Films were created for the launch of the new Volkswagen Passat. 120 short films were created, one for each feature, as a way of entertaining and informing people about the new car. Artists, designers and directors were invited from around the world to create these films. It was an open and innovative process. This resulted in a wonderful range of work that made each film and feature special. Launched on VW.com., the films were used as viral mailers and invasive little TV spots. The hits on VW.com increased by two-fold and increased the length of the average stay by three times. Feature Films were also used as by the dealers as a way for customers to learn more about the car that showed some outward signs of change, but not enough to warrant its price tag. The Feature Films were pure info-tainment and the activity worked wonders for the introduction of the new Passat.

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