Polo gets top returns on tight video budget

Working on a tight budget of about R50,000 per video, OgilvyOne Worldwide Cape Town produced six videos over six weeks for the Volkswagen Polo Vivo, armed only with an iPhone, a cast of agency people and a great set of animators. Launched on YouTube and as rich media banners, the 'Anything is Possible' videos received over 161,000 views on YouTube, with each piece averaging nearly 27,000 views a week, over the six weeks. In banners, Volkswagen got 395,000 views off the first five videos alone, with almost 80% of the audience choosing to watch the video right to the end, which is more than double the industry average.

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