2024 Winner
GoldBranded Content
SilverInfluencer/Talent Marketing
Volkswagen
"Sans Émission"
VML
"Sans Émission"
VML
Volkswagen and VML targeted Quebec’s EV market by capitalizing on unused downtime during of-air hours on local TV stations, which typically display an after broadcast hours “Sans Émission” message. Volkswagen turned this into a unique advertising opportunity by creating a one-night-only comedy special titled “Sans Émission,” starring popular Quebec actor and comedian
Pier-Luc Funk alongside the Volkswagen ID.4.
During the special, Funk performed humorous bits involving the ID.4, such as trick shots with a ping pong ball, comedic phone calls and other skits. Volkswagen promoted the event extensively with teaser commercials, OOH ads, paid social media and TV guide listings to coincide with the start of the fall TV season. The live broadcast saw a significant increase in viewership, with over 63,000 tuning in – surpassing
viewership numbers of some prime-time TV shows.
In the end, 94% of viewers said they would consider purchasing from VW, and the stunt generated a 26% increase in EV brand familiarity and 2,000,000
earned media impressions.
Pier-Luc Funk alongside the Volkswagen ID.4.
During the special, Funk performed humorous bits involving the ID.4, such as trick shots with a ping pong ball, comedic phone calls and other skits. Volkswagen promoted the event extensively with teaser commercials, OOH ads, paid social media and TV guide listings to coincide with the start of the fall TV season. The live broadcast saw a significant increase in viewership, with over 63,000 tuning in – surpassing
viewership numbers of some prime-time TV shows.
In the end, 94% of viewers said they would consider purchasing from VW, and the stunt generated a 26% increase in EV brand familiarity and 2,000,000
earned media impressions.
Credits
Graham Lang, Chief Creative Officer, Type1/VMLAllen Kwong, Executive Creative Director, Type1/VML
Alexandre Béland, Creative Director, Type1/VML
Alexis Caron-Côté, Creative Director, Type1/VML
Mike Richardson, Creative Director, Type1/VML
Jérôme Bajulaz, Senior Art Director, Type1/VML
Johan af Ström, Copywriter, Type1/VML
Chloée Desjardins, Copywriter, Type1/VML
Zachary Richman, Copywriter, Type1/VML
Kyle Simpson, Designer, Type1/VML
Julie Goulet, Translator/Proofreader, Type1/VML
Janice Bisson, National Head of Production, Type1/VML
Alexandrea Michaud, Producer, Type1/VML
Lidwine Assogba, Account Supervisor, Type1/VML
Virginie Calderon, Account Manager, Type1/VML
Aaron Nilsen, PR and Communications Lead, Type1/VML
Amy Delafontaine, Strategy Director, Type1/VML
Marie-Josée Bourque, Managing Director, Type1/VML
Luc Arbour, Group Account Director, Type1/VML
Andrew Ahern, Group Strategy Director, Type1/VML
Christine Maw, President, Type1/VML
Touché! Media, Media Company
Emilie Bertrand, Associate Media Director, Touché! Media
Vincent Guitard, Media, Project Manager, Touché! Media
Freshman, Production Company
Daniel Libman, Executive Producer, Freshman
Louis-David Jutras, Director, Freshman
Louis-David Jutras, Editor, Freshman
Maxime Valsan, Director of Photography, Freshman
France Youde-Poulin, Post Production Supervisor, MELS
Circonflex, Audio
Pierre Boutin, President, CEO, Volkswagen Canada
Lynne Piette, Director, Marketing, Volkswagen Canada
Mark Dicks, Manager, Retail Marketing, Volkswagen Canada
Jennifer Klepadlo, Manager, Brand Marketing, Volkswagen Canada