Volkswagen: Cam McCaul #VWadventure

Agency: Rooftop Agency  /  Client: Volkswagen Canada
We wanted to explore Canada. We wanted to find terrain that was unlike anything you would see in a car commercial. We wanted to find roads not made for cars and put this vehicle and it's 4MOTION capabilities to the test. We wanted to capture the geography that makes our country great, wild and exciting. We wanted a truly Canadian adventure.

The personal Social Channels became the home of the content. It was where the influencers already had a following of like-minded individuals, but also a safe zone for the target audience(s) to actively participate in learning about the vehicles, the characters and the story.

Average Results / Documentary
150 Pieces of Exclusive Content
5.25 million impressions (+79% above target)
330,000 views on the full-length documentary (+560% above target)
510,000 views of the support teasers (+1,600% above target)
805,000 in Engagement (+633% above target)
30% view rate
96% social media audience approval rate.

Shorty's Award: Finalist In Auto Advertorial: Interview, Photo Epic, Behind The Scenes 1, and Behind The Scenes 2