DDB + Volkswagen Hong Kong launch the Polo on-road training progamme targeting P-platers

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VW Polo.jpgDDB Group Hong Kong and Volkswagen Hong Kong have launched an activation, which gives probationary drivers both the opportunity to test drive the new Polo GP and feel less guilty if they don’t follow through and buy the car.

Martina Berg, Marketing Director of Volkswagen Hong Kong said, “We discovered Hong Kong drivers have a unique behavior that they are often reluctant to test drive cars they might not intend to buy. They feel guilty that they are wasting the car dealer’s time and effort. In fact, we are more than welcome people to test drive our cars and to get a hands-on experience.”

DDB realised that in order to overcome such barrier, they needed to bring the test drive forward in the consumer journey – from the decision right before purchase to the awareness stage. The only way of doing so was by creating a value-added experience, relevant to Hong Kong’s probationary drivers.

VW Polo 2.jpgBased on the idea ‘Drive Confident’, DDB and Volkswagen Hong Kong transformed the usually mundane test drive into ‘The New Polo On-Road Training’, a programme to improve driving skills and help P-platers gain confidence.

The new drivers can simply register online and choose their driving route. They are then allocated a driving consultant to coach them advanced driving skills on the training day.

VW Polo3.jpgAn on-road training recruitment ad is posted on facebook, while three tutorial videos run on YouTube with tips on mountain driving, roundabout training and highway driving. A road show promoting the on-road training is also running in front of the Hong Kong Transportation Department, where Hong Kong’s latest probationary drivers get their driving licenses fresh off the press.

Translation: I feel that driving through the roundabouts is very scary. I need to pay attention to the road signs, and at the same time I need to watch out for the cars. I always don’t know what to do if I missed the right exit.

Trainer: Oh, it’s actually very simple. Always remember this – ” A Roundabout is like a Merry-Go-Round”. Whenever you are approaching the roundabout, you always need to stop. So you make use of the time to check out the road sign first so that you won’t miss the right exit. Even if you have missed the exit, it’s okay. As the car has low fuel consumption, you can simply drive through the roundabout again. The most important thing is not to be shy, just drive around one more time if you made a mistake. Just like what I mentioned earlier, “A Roundabout is like a Merry-Go-Round”.

Driver: Great! Now I understand. I am going to conquer the Roundabout next time!

Simone Tam, President and CEO at DDB Group Hong Kong said, “It’s refreshing to work with a client like VW who is undaunted by a completely new business solution. Together we found a unique way to entice new drivers to experience the difference of the Polo GP, without feeling guilty. It’s a brave proposition, but one that’s paying off. Within 6 hours of the teaser ads going live, all 48 test drive timeslots had been taken.”

Credits – President and CEO: Simone Tam.Chief Creative Officer: Jeffry Gamble. Creative Directors: Leung Chung, Vincent Tse. Associate Art Director: Ka Ho Chan. Planning Director: Shiggy File. Associate Planning Director: Andreas Krasser. Business Director: Adrian Li. Associate Account Director: Diana Tam. Head of Live: Valiant Yip. Account Manager: Venus Tang. Client – Marketing Director: Martina Berg. Marketing Manager: Alice Siu. Event & Sponsorship Manager: Henrietta Yeo. Senior Marketing Officers: Mandy Poon, Ivan Lee, Flora Wong. Event & Retail Marketing Officer: Pamela Lai.