BUILDING THE PEOPLE'S CAR

Bronze Spike
TitleBUILDING THE PEOPLE'S CAR
ClientVOLKSWAGEN GROUP CHINA
Product/ServiceTHE PEOPLE'S CAR PROJECT
CategoryA02. Best Non-Fiction Program, Series or Film where a client has successfully created a reality, documentary or light entertainment show around a product(s) or brand(s)
EntrantPROXIMITY BEIJING, CHINA
Entrant Company PROXIMITY BEIJING, CHINA
Contributing Company PROXIMITY BEIJING, CHINA
Contributing Company 2 GOODSTEIN Beijing, CHINA
Production Company PIXOMONDO Beijing, CHINA

The Campaign

According to a 2013 report from Forrester Research, “Chinese online adults are the most socially active among any of the countries surveyed worldwide, and a whopping 97% of metropolitan Chinese online adults use social tools.” This shift in media consumption has changed the way brands interact with their consumers. Brands in China are increasingly making content that their consumers seek out online, share to their social networks, and sometimes remix, rather than ignore. It was a strategic move on Volkswagen China’s part to create branded entertainment for its digital native audience.

Results

The People’s Car Project online platform, www.zaoche.cn, gave the Chinese people tools to create car ideas, vote for their favorite designs, and share content to their social networks. After a two-year dialog with the People’s Car Project community, 30 million people submitted over 260,000 car ideas. As an epic conclusion to the project, we had to take all these ideas and create one car. In 2013, Volkswagen created an online series where they invited the top automotive design students in China to compete and build the People’s Car. Over 10 episodes, the student teams took 104 of the best ideas from the people and created concept sketches, clay models, and 3D renderings. Volkswagen’s Director of Design Simon Loasby mentored the students and oversaw the car-building process. Leaders from various creative fields also gave the students guidance: Fashion designer Vega Wang helped design the car interior, director Jia Zhangke included one team’s design in his short film, and Chinese pop idol Bibi Zhou became the voice of the People’s Car. This was truly a collaboration between Volkswagen and the entire nation of China. Finally, one design was chosen to be the People’s Car and the winning students were granted internships at Volkswagen. At the 2013 Shanghai Auto, Volkswagen unveiled the People’s Car, accompanied with its very own commercial. Online audiences and the press alike saw how the people’s ideas integrated into the features of the People’s Car. The People’s Car – the first car created by the people, for the people – became a call to the automotive industry to revolutionize how cars should be made in the future.

In 2011, Volkswagen launched the People’s Car Project to inspire the people of China to create new ideas for cars. In 2013, Volkswagen built a car inspired by the people’s ideas over a 10-part online series. The series aired on our website, www.zaoche.cn, and on China’s biggest video sites. An integrated social strategy attracted viewership. Celebrities featured in the series regularly posted behind-the-scenes content on Weibo (Chinese Twitter) to stir discussions about the future of cars. The series was also accompanied by the People’s Choice, a digital poll that invited viewers to vote for their favorite designs each episode.

The 10-part online series averaged 1.2 million viewers per episode, boosting the rate of new followers on social media by 300%.* The People’s Car became a top 10 trending topic on Weibo (China’s Twitter).** As a result, Volkswagen purchase intent increased by 18%.* The People’s Car was the first Volkswagen created by the people of China. With 260,000 user ideas inspiring its final design, the People’s Car became the biggest crowdsourced product in history.*** * Source: PCP User Database Report, 2013 ** Source: Sina Weibo Daily Trending Topics Ranking, Feb 27th, 2013 *** Source: T+D Reporting and Analytics

Credits

Name Company Position
Mediacom Media Agency
Joy Wang Pixomondo Post Producer
Wil Manning Pixomondo Art Director
Nelson Quan Pixomondo Editor
John Dietz Pixomondo Assistant Director
Jan Heinze/Iva Modrah Pixomondo Ep/Producer
Paul Morris/Jay Hubert Pixomondo Dops
Kenneth Bi Director
Wolfgang Kaller Greenkern Planner
Alex Csergo Proximity China Md
Enko Von Arnim/Lorraine Zhang/Carolyn Yu/Olivia Ding Proximity China Accounts Team
Tobias Bordal/Maggie Ge Proximity China Social Team
Catherine Liu/Vivian Xie/Marco Decesaris Proximity China Pm/Data Strategy And Analytics
Cameron Rimington Proximity China Head Of Ia
Maureen Sherrard Goodstein Agency Producer
Sofia Lv/Zoro Cui/Sophie D'agostino Proximity China Designers
Andy Li/Felipe Ferreira Proximity China Art Directors
Derek Liu/Vivian Liu/Felix Zhang Proximity China Copywriters
Daryl Villanueva/Flavio Vidigal Proximity China Associate Creative Directors
Georg Warga Goodstein Executive Creative Director