| Title | HOVER CAR |
| Brand | VOLKSWAGEN GROUP CHINA |
| Product / Service | THE PEOPLE'S CAR PROJECT |
| Category | B02. Consumer Products |
| Entrant | PROXIMITY BEIJING, CHINA |
| Entrant Company: | PROXIMITY BEIJING, CHINA |
| DM/Advertising Agency: | PROXIMITY BEIJING, CHINA |
| 2nd DM/Advertising Agency: | GOODSTEIN & PARTNERS Beijing, CHINA |
| Name | Company | Position |
|---|---|---|
| Georg Warda | Goodstein/Partners | Ecd |
| Daryl Villanueva | Proximity China | Acd |
| Vivian Liu | Proximity China | Copywriter |
| Inna Pan | Agency Producer | |
| Desmond Loh | Stink | Producer |
| Kosai Sekine | Director | |
| Fong | Editor | |
| Roby Meola | Composer |
Volkswagen wanted to be perceived as a more innovative car brand. So in 2011, Volkswagen launched the People’s Car Project to inspire Chinese people to create new ideas for cars. Our goal was to attract a massive following of online users to help Volkswagen reimagine the future of cars. In 2012, Volkswagen celebrated the people by turning their ideas into reality. Over 121,000 ideas were submitted. The winning ideas came to life as tangible products, short films and showcases at major Chinese auto shows.
People with no engineering or car design background got to see their car ideas come to life. By rallying the people into an innovation-powered movement, Volkswagen once again became the people’s car. The people recognized Volkswagen for listening to them, eventually transforming Volkswagen from a conventional car company to an innovative one.
The Hover Car, a winning idea from a girl in Chengdu, inspired Volkswagen to reimagine the future of cars. Volkswagen applied magnetic levitation technology to her idea, turning it into a concept car. We then celebrated the idea by surprising her with a dedicated film, with her parents behind the wheels. The film inspired online discussion and caught the attention of the local and international press, making the Hover Car "Volkswagen's model of the future" according to the Huffington Post. Volkswagen continued to innovate by inspiring concepts like the Music Car and the Intelligent Key.
The Hover Car caught the attention of the local and international press. Volkswagen became #1 in online presence amongst all car brands* and the #1 most talked about car brand on Chinese social media.** The film received 18 million views, increasing registrations by 21,000 and idea submissions to a total of 141,000. By giving people a chance to voice their creativity, Volkswagen is now perceived as innovative by 70% of the people.*** Please note, in the absence of any indication of results, the jury cannot give a mark for this and the entry could suffer as a result.