Volkswagen Špila
BACKGROUND
Last year, our mission was to build a long-term image-based music platform, since working with musicians is a long-term strategy for Volkswagen in Slovenia. This is how the all-Slovenian mentoring competition, Volkswagen Rocks, was created. We decided to continue this success story with a new genre this year.
IDEA
We surprise the Slovenian public and surpass the ever-popular rock music genre with a genre that still sharply divides opinions - Slovenian folk music. We kept the format of the Slovenian mentoring competition and upgraded the concept with the modernization of national music, which we enriched with other styles with the help of mentors.
We linked it all together with the slogan "Tradition a bit different", and we named the project Volkswagen Špila, which emphasizes national roots on the one hand and the quality, reliability and convenience of VW cars on the other.
STRATEGY
Volkswagen's internal analysis has shown a high level of consumers and brand relevance in rural areas of Slovenia. For music genres, this dictated the use of folk music, which is extremely popular in these parts, while at the same time the core audience of listeners also coincides with Volkswagen's potential consumers and customers.
In doing so, we have encountered a key challenge - how to overcome the fact that the genre of Slovene folk music sharply divides the audience into adversaries and supporters?
We met the challenge with a properly planned media and creative strategy. Communication will be based on channels that allow for accurate interest targeting and contextual advertising, that is to say on the web and especially Facebook. The genre will be enriched in content, thus expanding the target group or number of supporters of the project by updating it and enriching it with elements of other popular genres with the help of mentors.
EXECUTION
Contest
The Volkswagen Špila was performed in the form of an all-Slovenian ensemble music competition. The jury selected 31 of the best ensembles, which were then presented live to the audience. The jury was composed of renowned Slovenian musicians - Raay, Primož Grašič and Anže Zavrl, and the show was connected by the icon of Slovenian folk music - Natalija Verboten.
The ensembles, who made it to the grand finale, collaborated with one of the mentors for three months and together they created a brand new song to perform at the final concert.
Celostna podoba
Za projekt smo ustvarili unikatno celostno podobo, pri čemer je logotip projekta temeljil na harmoniki kot najbolj pogostem in prepoznavnem inštrumentu narodnozabavne glasbe. Celostna podoba je v prepletu različnih orodij zaživela tudi v animirani obliki ob spremljavi avtorskega jingla, ki ga je sproduciral Raay.
Overall image
For this project, we have created a unique overall image with the project logo based on an accordion as the most frequent and recognisable instrument in pop-folk music. The overall image came to life with the intertwining of different tools also in animated form, along with the authorial jingle, produced by Raay.
Events
4 entirely branded events were broadcast live on website spila.si and on social networks. Along with music performances, the concerts were enriched with the elements of an accompanying programme and entertaining interludes. Among others, we also presented the shortest commercials in reality shows which lasted for a minute, just as long as the new Volkswagen T-Cross ad.
Digital
The core of the project was website spila.si, where we launched exclusive contents, while many were formed also on the social networks. A significant role was also played by the participating bands which promoted the tender actively and reacted to our challenges in a creative way. Thereby, the total number of impressions on social networks surpassed 200,000 interactions.
PR
Since the project’s contents come from the pop culture genre, media relations are an important part of this action. Various Slovenian media reported on the project, including numerous interviews and coverage. The interest for the events has not decreased even after their conclusion, since the broadcasting rights were secured by one of the local TV-stations. We contributed the stories to be published in the media and at the end of the project, we released a Volkswagen Špila compilation with all the new songs. Prior to the final event, we released the title song of the compilation with the same title as the tender motto – “Po domače mal drugače”.
RESULTS
unique website visitors.
branded video views.
interactions on social networks.
interactions with earned posts by opinion leaders on social networks.
of ensembles applied.