Volkswagen – The People’s Car Project

The First Car Created
By the People For the People

— INTEGRATED CAMPAIGN CASE STUDY —

How it

works?

Volkswagen has always built cars for the people. Their brand name in both German and Chinese literally means the ‘People’s Car’. Today in China, Volkswagen faces increased competition and falling market share. To counter these challenges, they decided refresh their strategy.

Instead of building cars for the people, We decided on building cars with the people.

We called it: ‘The People’s Car Project’ – a program to re-invent how cars are ideated, designed and built. To inspire the people to create new ideas for cars, we had to get across one simple belief— a car can be anything.

The campaign was integrated across paid, earned, and owned media:

  • Viral videos kick-started the online conversation.

  •  Web-TV episodes sparked interest on video sites.

  • Online, mobile advertising and SEM drove platform visits.

  • OOH, TV attracted mass awareness.

  • Events and guerilla stunts created buzz online.

  • Content targeted to specific interest groups in social.

On the platform, the people could play with tools to create and share car ideas. The best ones got voted to the top. Social integration then distributes the people’s creations back into their networks, increasing conversation and our fan base.

Volkswagen engineers and designers use the best ideas to upgrade current cars, shape future ones, and ultimately co-create The People’s Car.

— DIGITAL CAMPAIGN CASE STUDY —

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No matter how odd which shape, color
or function. A car can be anything.

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A long-term co-creation platform
that re-invents how cars are ideated,
designed, and built. 

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— THE MORPHING VIDEO —

— TV SPOT —

CAR CREATOR

— THE DIGITAL HUB —

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We ran a national campaign inspired
by the first round of people's ideas. 

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— LADYBUG CAR —

— PANDA MASCOT CAR —

— THE NEW SPHERE CAR —

THE BORN OF THE DRAGON CAR

— CHINESE NEW YEAR —

— DRAGON CAR "APPARITION"—

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2 years, over 260,000
submissions, one hundred
selected ideas.

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The final ideas were given to 6 teams from two design universities

to compete in a reallity show and ultimately design The People's Car.

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— CREDITS, HONNORS & AWARDS —

CREATIVE TEAM

CREATIVE DIRECTORS
Flavio Vidigal, Felipe Ferreira
Daryl Villanueva, Brandon Burns
Yu Fan Cheng

ECD
Georg Warga

ART DIRECTORS
Matthias Netzberger. Fangchi Gato, 
Andy Li, Sofia Lv

COPYWRITERS
Brndon Burns, Derek Lui, 
Yu Fan Cheng, Jojo Zhang,
Vivian Liu.

STRATEGY & MANAGEMENT

MANAGING DIRECTOR
Alex Csergo

STRATEGY TEAM
Martin Gassner
Devin Beringer
Felix Zhang

BUSINESS DIRECTOR
Enko Von Arnim

ACCOUNT MANAGEMENT
Lorraine
Carolyn Yu

SOCIAL MEDIA & PRODUCTION

SOCIAL MEDIA MANAGER
Tobias Bordal

SENIOR PRODUCER
Inna Pan

LEAD PRODUCER
Maureen Sherrard

PROJECT MANAGER
Catherine Liu

 

PRODUCTION PARTNERS

BROADCAST & CONTENT
WeAreFlink, Pixomondo, Stink Films

DIGITAL & INTERACTIVE
North Kingdom

PCP-AWARDSPCP-AWARDS

Created and brought to life at ProximityBBDO Beijing

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