David Beckham Academy
Challenge
The Volkswagen Touran is a seven-seat MPV, predominantly sold to families with children. Research showed that sports, in particular football, is a key social activity for these children and the family car is used to ferry everyone to the training ground. The collaboration between Volkswagen and The David Beckham Academy (DBA) as its Official Partner was therefore a natural step.
Our challenge was to increase awareness of the partnership and promote the 200 available places at the DBA among young families with children aged from 8 - 15, strengthening the positioning that ‘Touran is a car for active families’.
Solution
Create a real buzz in playgrounds around the country, to let these kids spread the message of the competition to each other and then to their parents (the internet gatekeepers, who often sit with younger children during their PC usage). To do this, we knew we had to go beyond the expected and truly surprise and delight kids with the web experience.
We thought it would be amazing to be able to let kids interact directly with a ‘video captured’ David Beckham, to give a sense of what was in be in store for the lucky 200 that would actually train with him in person.
We created three simple and entertaining games that were devilishly challenging and addictive.
Impact
In the space of just four weeks the site generated:
- Over 120,000 unique visitors
- Over 150,000 game plays
- 181 direct test drives of the Touran from the game alone
- Over 1500 Touran brochures downloaded from the site
