PCP INTEGRATED

Silver Spike

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TitlePCP INTEGRATED
BrandVOLKSWAGEN
Product / ServiceTHE PEOPLE'S CAR PROJECT
EntrantPROXIMITY CHINA Beijing, CHINA
Entrant Company:PROXIMITY CHINA Beijing, CHINA
Advertising Agency:PROXIMITY CHINA Beijing, CHINA

Credits

Name Company Position
Georg Warga Goodstein & Partners / Proximity China Executive Creative Director
Yufan Cheng, Brandon Burns, Daryl Villanueva, Felipe Ferreira Proximity China Creative Directors
Yufan Cheng, Brandon Burns, Jojo Zhang, Charlotte Luo, Vivian Liu, Proximity China Copywriters
Felipe Ferreia, Daryl Villanueva, Andy Li, Sofia Lv, Kathrin Guethoff,Matthias Netzberger, Ban Tong Proximity China Art Directors
Fang Ji, Sofia Lv Proximity China Designer
Hymn Wong Proximity China Senior Motiongrapher
Ever Liu Proximity China Multimedia Designer
Matthias Netzberger, Anson Li, Ban Tong, Joanne Dai Art Directors (Freelance)
Cameron Rimington Proximity China Head of IA
Tobias Bordal Proximity China UAX
Devin Beringer, Alex Zhang Proximity China Planners
Chris Yew, Maria Del Mar Blanco, Winnie Soon, Jeroen de Lau Proximity China Exec Producers
Simon Xue Proximity China Social Director
Richard Fraser, David Hunt / Enko von Arnim Proximity China Managing Directors / Business Director
Howie Ma, Amanda Xu, Lorraine Zhang, Ren Cai, Joanna Lu Proximity China Account Manager
North Kingdom (Sweden) Application Development
Pyramid Consulting Backend Production
weareflink (Hamburg) Motion Design Studio
CONTRA (Beijing), weareflink (Hamburg) Production Company
Maureen Sherrard Proximity China Traffic
Martin Gassner, Ruben Malchow, Elena Shalman Concept
Till Leeser Photographer
Greenkern Group Brand Management Consulting
Trommsdorf & Druener Mobile Application
Blue Focus PR
Shauna Cho Proximity China Agency Producer
Jason Giam Proximity China Technology Director
Lei Ren, Tommy Pan Proximity China Technology Team
Maggie Ge, Mingyang Sun, Chloe Ni, Zoey Xu, Sam Qu, Dora Dou, Jay Li, Qian Zhou, Jing Cheng Proximity China Social Team

The Campaign

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.

Success of the Campaign

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.