VOLKSWAGEN
50 years of Golf
The Volkswagen Golf isn’t just a car, it’s a companion through life’s moments, big and small. Over 50 years, it has grown into VW’s most iconic and successful model.
To celebrate its anniversary, we invited owners to share ‘Golf Love Stories’, highlighting how the Golf has been part of our shared journey. The best stories were transformed into nostalgic content using Fire TV’s Time Machine, paired with archival photos of each generation, and linked to the new Golf configurator.
Finally, through wrapped Lockers across Italy and Alexa activations, customers were encouraged to book a test drive, starting the next chapter with this legendary car.
Results and Long-Term Impact
The campaign was highly successful, generating €0.6MM in revenue and driving a 128% increase in Volkswagen’s investment, rising from €0.7M to €1.6M. We achieved 47.1K unique visits, surpassing the target cost of €2.5 per visit with a final cost of €2.2 per visit. The campaign also garnered 106M impressions (+204%) and collected over 2,000 customer stories. Our innovative use of tools like the Fire TV Time Machine brought these stories to life, showcasing just one of the many ways this tool can be reused for different brands and verticals. Thanks to this initial test, we can now demonstrate the efficiency and impact of similar activities on Fire TV, further enhancing the product’s positioning. Additionally, the AMC test underscored the effectiveness of this multichannel campaign, with conversion rates increasing by 1.5x to 2x compared to standard campaigns.
Awards
ADCI: 1x Bronze x Effie Awards IT
AGENCY \ BRAND INNOVATION LAB, AMAZON