Volkswagen Digital, Case study Volkswagen: PCP INTEGRATED by Proximity Shanghai

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Industry Cars
Media Digital, Interactive & Mobile, Case study
Market China
Agency Proximity Shanghai
Released October 2010


London International Awards 2011
The NEW Category - Silver

Credits & Description

Type of Entry: Integrated
Advertiser/Client: VOLKSWAGEN
Entrant Company: PROXIMITY CHINA Beijing, CHINA
Advertising Agency: PROXIMITY CHINA Beijing, CHINA
Creative Credits
Name Company Position
Georg Warga Goodstein & Partners / Proximity China ECD
Yufan Cheng, Brandon Burns, Daryl Villanueva, Felipe Ferreira Proximity China CD
Yufan Cheng, Brandon Burns, Jojo Zhang, Vivian Liu, Charlotte Luo Proximity China CW
Felipe Ferreira, Daryl Villanueva, Kathrin Guethoff , Andy Li, Sofia Lv, Matthia Proximity China AD
Fang Ji Proximity China Designer
Hymn Wong Proximity China Motion Graphic
Ever Liu Proximity China Editor
Tobias Bordal, Martin Gassner Concept Developers
Cameron Rimington Proximity China Head of IA
Ruben Malchow, Elena Shalman UAX
Devin Beringer, Alex Zhang Proximity China Planners
Chris Yew/ Maria Del Mar Blanco Proximity China Exec Producers
Simon Hue Proximity China Social Director
Enko Von Arnim Proximity China Client Service Director
Howie Ma Proximity China Account Manager
North Kingdom (Sweden) Application development
Pyramid consulting Backend production
Weareflink (Hamburg) Design Company
CONTRA (Beijing) Production Company
Describe the campaign/entry:
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 to change not only their advertising but also their products. Instead of building cars for the people, Volkswagen would start building cars with the people. We called it: ‘The People’s Car Project.’ – a long term social CRM and co-creation program to generate consumer dialog and re-invent how cars are ideated, designed and built.
Give some idea of how successful this campaign/entry was with both client and consumer:
We launched on May 19, 2011 and achieved the following results in only 10 weeks: Innovation & Brand Metrics I* • Increased Brand Innovation by 18%. • Increased Brand Advocacy by 22%. • Highest Share of Voice Of Any Auto Brand in Social Media. • PR coverage of 789 clippings valued at 8,017,317 USD. Channel Metrics** • Weibo – 263,040 Followers. • Viral Films – 3,258,979 Views. • Web Videos – 3,458,133 Views. • SNS (Combined with VW) – 2,944,360 Fans. • Guerrilla Stunts – 7,462,752 Weibo Views. • Online Advertising – 19,622,710 Clicks. • Mobile Apps – 136,362 - Downloads. • Events – 173,000 – Visitors. Platform Metrics*** • 6,037, 091 Unique Visitors • 52,613 Ideas • 452,015 Votes • 152,314 Registrations * Volkswagen Brand Tracking 7/11, T+D Opinion Mining 8/11 ** Mediacom/Media Owner Reported Data 8/11 *** Omniture Web Analytics and Oracle Database 8/11
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
Program execution was fully integrated across paid, earned and owned media: • Viral videos kick-started the online conversation. • Web-TV episodes sparked engagement on video sharing sites. • Online, mobile advertising and SEM drove platform visits. • OOH, TV drove mass awareness. • Events and guerilla stunts inspired mass online buzz. • Vertical content targeted to passionate communities increased SNS fan and Weibo follower base. This fed our online platform where 3D car creation tools make it easy to create and share ideas. A democratic voting system allows us to find the best ideas and the most unique ones. Social network integration then distributes the people’s creations back into their own networks, increasing conversation and our fan/follower base. Volkswagen engineers and designers regularly review the ideas, using them to innovate current cars, shape future ones and ultimately co-create a new People’s Car. Finally, Quarterly events showcase the best ideas to the public, journalists and opinion leaders.