The First Car Created
By the People For the People
— INTEGRATED CAMPAIGN CASE STUDY —
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 —
No matter how odd which shape, color
or function. A car can be anything.
A long-term co-creation platform
that re-invents how cars are ideated,
designed, and built.
— THE MORPHING VIDEO —
— TV SPOT —
— THE DIGITAL HUB —
We ran a national campaign inspired
by the first round of people's ideas.
— LADYBUG CAR —
— PANDA MASCOT CAR —
— THE NEW SPHERE CAR —
THE BORN OF THE DRAGON CAR
— CHINESE NEW YEAR —
— DRAGON CAR "APPARITION"—
2 years, over 260,000
submissions, one hundred
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.
— CREDITS, HONNORS & AWARDS —
Created and brought to life at ProximityBBDO Beijing
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