Volkswagen - The People's Car Project
I spent two years at BBDO in Beijing/China leading creative efforts for Volkswagen's ‘The People's Car Project’ campaign, announced as one of the largest integrated advertising campaigns not only in China but also the world. The work earned the agency local and international recognition on global press channels like New York Times, Forbes, Mashable, Creativity Online, AdAge, AdWeek, The Huffington Post, Fast Company and Wired Magazine as well as many others. It also has won over 60 international awards including the most prestigious like Cannes Lions, London International Awards, NY Festivals, Clio Awards and One Show. Ultimately driving the 'Agency of The Year' and 'Digital Agency of The Year' recognition according to the Campaign Magazine Asia.
In China, Volkswagen was facing increased competition and falling market share. To counter these challenges, My partner and I and our creative teams combined with strategists and business specialists refreshed the brand's marketing strategy and instead of building cars for the people, Volkswagen started 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.
It was an integrated, though-the-line campaign across paid, earned, and owned media. Viral videos kick-started the online conversation and a web-TV episodes sparked interest on video sites. Online, mobile advertising and search engine marketing drove visits to our digital hub while outdoor, bus stops ads, subway posters and tv spots attracted mass awareness. Events and street stunts created buzz online where we content-targeted to specific groups of audience in social media channels.
On the digital hub, the people could play with different tools to create and share ideas for cars. 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.