| Title | PEOPLE'S CAR PROJECT |
| Brand | VOLKSWAGEN |
| Product / Service | PEOPLE'S CAR PROJECT |
| Category | C01. Integrated Campaign Led by Direct |
| Entrant | PROXIMITY CHINA Shanghai, CHINA |
| Entrant Company: | PROXIMITY CHINA Shanghai, CHINA |
| DM/Advertising Agency: | PROXIMITY CHINA Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Georg Warga | Goodstein & Partners / Proximity China | ECD |
| Creative Team | Proximity China | |
| Devin Beringer | Proximity China | Planning Director |
| Enko Von Arnim | Proximity China | Client Service Director |
| Chris Yew | Proximity China | Producer |
| Application Development | North Kingdom | |
| Backend Production | Pyramid Consulting |
China, 2011. Volkswagen decided to change not just their advertising but also the way they build their cars. Instead of building cars for the people, Volkswagen decided to build cars with the people. 'The People's Car Project' is not a traditional campaign but a transformative business strategy that allows Volkswagen to engage with future consumers on eye level. The best ideas by the users will be used to build the first Volkswagen truly created by the people for the people.
With 40 percent of 'creators' in social media the Chinese are one of the highest ... in the world. No wonder the Internet for the Chinese is one of the few place where they can voice their opinions and feel free an ideal place for Volkswagen to engage into an ongoing discussion about future cars, a brand that has 'The People' as part of the brand name. The People's Car Project reflects the notion that the users can create freely without boundaries. We use a democratic voting system to find the best ideas, the first brand in China to ever do so.
In order to attract a mainstream Chinese audience, a co-creation online platform was built where people were asked to create their own car ideas, design cars, share and compete in the chinese social media. Virals, guerilla, out of home, TV, online advertising and events invited the people to the platform and ultimately to register. Each channel communicated the same message: No matter how odd, what shape, color or function: A car can be anything.
Statistics 19.5 - 22.7 Unique Visitors: 3.400.000 Registration Conversion: 3,5% Registration: 65.000 Car Ideas created: 15.000 Comments posted: 1.700 Votes: 188.000 Visitors to the Showroom: Total of Use of the Virals: 4.000.000 TV Conversion: . . .