THE PEOPLE'S CAR PROJECT by Proximity Shanghai for Volkswagen

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THE PEOPLE'S CAR PROJECT

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Industry Cars
Media Direct marketing
Market China
Agency Proximity Shanghai
Executive Creative Director Georg Warga
Creative Director Daryl Villanueva, Flavio Vidigal, Brandon Burns, Yufan Cheng, Luis Felipe Feresin Ferreira
Art Director Anson Li, Andy Li
Copywriter Jojo Zhang, Ziqi Zhao, Vivian Liu
Client Service Director Enko Von Arnim
Released June 2012

Awards

Cannes Lions 2012
Direct Lions Cars & Automotive Services Bronze

Credits & Description

Type of entry: Product & Service
Category: Cars & Automotive Services
Advertiser: VOLKSWAGEN GROUP CHINA
Product/Service: VOLKSWAGEN
Agency: PROXIMITY CHINA Beijing, CHINA
Advertiser VOLKSWAGEN GROUP CHINA
Product VOLKSWAGEN
Entrant PROXIMITY CHINA Beijing, CHINA
Type of Entry: Product & Service
Category: Cars & Automotive Services
Title: THE PEOPLE'S CAR PROJECT
Advertiser/Client: VOLKSWAGEN GROUP CHINA
Product/Service: VOLKSWAGEN
Entrant Company: PROXIMITY CHINA Beijing, CHINA
DM/Advertising Agency: PROXIMITY CHINA Beijing, CHINA
2nd DM/Advertising Agency: GOODSTEIN & PARTNERS Beijing, CHINA

Executive Creative Director: Georg Warga (Goodstein/Partners)
Creative Director: Daryl Villanueva/Felipe Ferreira/Flavio Vidigal/Yufan Cheng/Brandon Burns (Proximity China)
Copywriter: Jojo Zhang/Ziqi Zhao/Vivian Liu (Proximity China)
Art Director: Andy Li/Anson Li (Proximity China)
Designers: Fang Ji/Sofia Lv (Proximity China)
Senior Motiongrapher: Hymn Wong (Proximity China)
Client Service Director: Enko Von Arnim (Proximity China)
Account Executive: Lorraine Zhang/Audrey Li (Proximity China)
Head Of IA: Cameron Rimington (Proximity China)
Project Manager: Catherine Liu (Proximity China)

Describe the brief from the client
Volkswagen realised that both new and existing customers had an opinion on what they would like in a car, but there was no existing platform for them to share their ideas.



Creative Execution


The People’s Car Project made the people believe that a car can be anything, and that the people themselves could participate in the ideation and car design process, bringing them closer to the brand. Our content – viral videos, webisodes, events, guerrilla stunts, TV, and OOH – directed the people right into The People’s Car Project.
Volkswagen takes the best ideas and brings them to life. So far we’ve launched the Hover Car, the Music Car and the Intelligent Key. As this campaign unfolds, Volkswagen designers will continue to collaborate with the people to create breakthrough technology for cars.




Describe the creative solution to the brief/objective.



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 refreshed their strategy. Instead of building cars for the people, Volkswagen would begin building cars with the people. We called it: ‘The People’s Car Project’ – a platform that let the people participate in the ideation and car design process. To inspire the people to create new ideas for cars, we had to get across one simple belief— a car can be anything.

Content created for paid, earned, and owned media directed the people to our online platform.
• Viral videos, events/stunts, and targeted content created buzz online.
• Online, mobile ads, and SEM drove platform visits.
• OOH and TV attracted mass awareness.
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 allowed them to share their creations on their SNS. With over 11m unique visitors to the platform, The People’s Car Project pushed Volkswagen to the most talked about automotive brand on Chinese SNS.




Describe the results in as much detail as possible.



The campaign attracted 11.6m unique visitors. 121,000 ideas were submitted. 3.1m fans follow us on social networks. In just 10 weeks, Volkswagen became the top car brand on social media, surpassing BMW, Mini, and Mercedes.
• Online Films – 13,070,844 Views
• Weibo (Chinese Twitter) – 415,845 Followers
• Online Advertising – 35,614,978 Clicks
• Registrations - +300,000

Source: Mediacom/Media Owner Reported Data 2/12