You could call it a compelling customer video experience with unparalleled 3D product customization applications. Or you could just say it kicks ass. That seems to be the consensus among the judges at both the International ANDY awards and the Clio Awards. The site was awarded both a Silver ANDY and a Bronze Clio.
At vwfeatures.com you can pick out your VW, build it, paint it, modify it and then take it out on the course with your ubersexy passenger urging you to macht schnell. Compelling indeed.
Crispin Porter + Bogusky, Vokswagen’s agency of record, enlisted Hanson Dodge Creative as a partner in the creation of vwfeatures.com based on the breakthrough customization programs HD-created for Trek Bicycle and Burton snowboards. The challenge we faced on vwfeatures.com was the development of a single customization application for the Jetta that could be applied to all the other VW models. The result is a smart balance of form, function and fun.
Here are the highlights:
- Extensive 3D customization
- Downloadable PDFs of your personalized VW
- Real-time price updating
- Dealer finders
All integrated into an intuitive interface and tracked for in-depth analytics of course. In short, award-winning stuff.
Since then, the Jetta customization application has been applied to other models and integrated into vw.com. Here are a few examples:
CPB put together some dazzling animations that showcase your customized VW. When you’re finished customizing your car, you can take it for a spin in a number of environments based on which model you chose. If you chose a Jetta, the focus is safety; you can crash it into various objects and see how it survives. In the case of the Rabbit, you can “breed” your customized Rabbit with other cars or even an actual rabbit and see your new family tree. The GTI is the performance-focused machine, which you can take out on the track with Helga. If Helga doesn’t inspire you to consider the GTI, you may want to check out a hearse.
The International ANDY awards were established in 1964 by the Advertising Club of New York to honor creativity in advertising throughout the world, and to recognize the contributions of individuals and companies who raise the standards of craftsmanship in the industry.
The Clio Awards are the world’s most recognized international advertising awards competition. Founded in 1959 to celebrate creative excellence and innovation in advertising, the Clios inspire and pay tribute to one of the most interesting and influential art forms in modern culture.