Title | THE PEOPLE'S CAR PROJECT |
Brand | VOLKSWAGEN GROUP CHINA |
Product / Service | THE PEOPLE'S CAR PROJECT |
Category | A01. Creative Effectiveness |
Entrant | PROXIMITY BEIJING, CHINA |
Entrant Company: | PROXIMITY BEIJING, CHINA |
Advertising Agency: | PROXIMITY BEIJING, CHINA |
Name | Company | Position |
---|---|---|
Georg Warga | Goodstein/Partners | Ecd |
Daryl Villanueva/Felipe Ferreira/Flavio Vidigal | Proximity China | Acd |
Jojo Zhang/Vivian Liu/Derek Lui | Proximity China | Copywriters |
Andy Li/Zoro Cui | Proximity China | Art Directors |
Fang Ji/Sofia Lv | Proximity China | Designers |
Hymn Wong | Proximity China | Motiongrapher |
Ever Liu | Proximity China | Editor |
Cameron Rimington | Proximity China | Head Of Ai |
Alex Zhang | Proximity China | Planner |
Tobias Bordal/Maggie Ge | Proximity China | Social Team |
Catherine Liu/Maureen Sherrad | Proximity China | Project Managers |
Enko Von Arnim/Guay Chinchye/Lorraine Zhang/Audrey Li/Carolyn Yu | Proximity China | Accounts Team |
Alex Csergo | Proximity China | Md |
Inna Pan | Agency Producer | |
Greenkern Group | Brand Management Consulting | |
Trommsdorff/Druener | Mobile Application | |
Weareflink | Design Company | |
Contra Service China/Stink | Production Company |
Simply put, after ‘putting China on wheels’ and truly being the People’s car for decades, the Volkswagen brand was suffering. Being increasingly seen more as ‘sensible and rational’, far away from its former position as a leader, innovator and socially aspirational vehicle. We had to undo 10 years or more of perception in just over one. Competitors were fast gaining share and with price, improved quality and the widest vehicle choice available in the world. Chinese consumers were no longer seeing the VW brand as a symbol of status or desirability. There was a lot of noise and not a lot of cut through to be had. To turn this around, we needed to re-position Volkswagen in a way that spoke to a new generation of car owners/first buyers and leverage the formidable potency of China’s love of social media and all things online. But it couldn’t be ‘just a campaign’. We needed to move brand metrics but also deliver on purchase intent for Volkswagen. To achieve we needed to think in terms of a platform, go beyond a ‘web-site’ and truly tap into China’s love of mobility, freedom of self-expression and the social web. www.zaoche.cn was launched April 19th 2011 and a creative movement was inspired. Harnessing the powerful potential of crowdsourcing, we first developed and distributed original a/v content to engage and inspire the people. Then, through a first-of-its-kind online dialog platform, we provided a suite of tools to help people design, showcase and share their ideas to their friends, their peers, to China and the World. We then redistributed these ideas back into and across social media platforms and the wider web to stimulate voting and inspire commentary and creative exchange. PCP was integrated across 5 core social networks (which has now stretched out to reach 53!), implemented social and gamification features, and delivered an ongoing roll-out of dynamic new functionality, content and incentives.