| Title | BUILDING THE PEOPLE'S CAR |
| Brand | VOLKSWAGEN GROUP CHINA |
| Product / Service | THE PEOPLE'S CAR PROJECT |
| Category | A06. Best Use of Other Digital Platforms in a Direct Campaign |
| Entrant | PROXIMITY BEIJING, CHINA |
| Entrant Company | PROXIMITY BEIJING, CHINA |
| Advertising Agency | PROXIMITY BEIJING, CHINA |
| Advertising Agency 2 | GOODSTEIN Beijing, CHINA |
| 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 |
In 2011, Volkswagen launched the People’s Car Project to inspire the Chinese people to imagine the future of cars. We reached both new and existing car owners, and as a result, 30 million people submitted over 260,000 car ideas. As an epic conclusion to the project, and ultimately, to honor the people’s creativity, we had to take all their ideas and create one car. This campaign dramatically changed how Volkswagen interacts with its customers.
Volkswagen created a 10-part online series where they invited the top automotive design students in China to compete and build the People’s Car. This was a collaboration between two design universities, Volkswagen’s Director of Design, leaders from various creative fields (a pop idol, a filmmaker, and a fashion designer). Every episode, the call-to-action “vote to influence the People’s Car design” fueled viewer participation and discussion. Volkswagen unveiled the concept car – an MPV that seats 7 people – at the 2013 Shanghai Auto Show. A commercial showcased how the people’s ideas integrated into the innovative features of the People’s Car.
Audiences got to watch their ideas come to life in the “Building the People’s Car” 10-part online series. The series was also accompanied by the People’s Choice, a digital poll that invited viewers to vote for their favorite designs each episode. For the finale, Volkswagen unveiled the People’s Car at the 2013 Shanghai Auto Show. 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.
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