| Title | DESIGN YOUR DREAM FABIA |
| Brand | VOLKSWAGEN |
| Product / Service | VW SKODA FABIA |
| Category | C01. Integrated Media Campaign |
| Entrant | MEDIACOM Shanghai, CHINA |
| Entrant Company: | MEDIACOM Shanghai, CHINA |
| Advertising Agency: | MEDIACOM Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Coolio Yang | Mediacom Shanghai | Digital Director |
| Dawny Zhu | Mediacom Shanghai | Business Director |
| Faye Ma | Shanghai Volkswagen Automotive | Marketing Manager |
We received more than 3,000 design submissions during the first two weeks, ranging from the modest to the crazily idealistic. More than 280,000 votes were cast for the best ideas. The 14 videos in our online car modification show were viewed more than 4.5 million times SMASHING INDUSTRY NORMS! In eight weeks, we had over two million visits to the campaign’s minisites, over 35,000 discussion threads in social media, and more than a million visits to the official Skoda website during the campaign. Fabia sales went up by almost 30%.
PHASE 1 – GENERATING IDEAS: Ordinary members of the public could submit their designs to a special minisite on the official Skoda China website. They could be as wild or practical as they liked – this was their dream, modified Fabia. People could then vote on the official site for their favourite designs. The best three were selected to be actually built in the workshop. PHASE 2 – MAKING THEM REALITY: The three winners were paired with Skoda engineers who modified their Fabia with them. We created China’s first car modification show to let people across China experience this design and construction process online. One Fabia was made into a mobile wardrobe designed by a girl winner while a guy designed a Fabia to hold all of his extreme games equipment! These amazing designs were then featured in magazines and taken on a roadshow so car fans could experience the Fabia’s limitless potential.
The Skoda Fabia had no brand image and awareness was actually falling. The problem was that it was seen as just another small car. We needed to change this perception and show 20-30 year olds that the Fabia is as individualistic as they are and flexible enough to fit their personal lifestyle. But if we just told them, this cynical audience wouldn’t believe it. We had to prove it. So we did by inviting them to design their own dream Fabia, asking online audiences to choose the three best. Then we actually built them. Millions across China watched how these unique designs went from concepts to real cars in our online documentary series. This brought the Fabia’s flexibility, personality and style to life.