Creative Execution

Firstly, Chinese moms need to know Child travel safety issue is severe in China. We utilize the teaser video to let them know their protection way in car is absolutely wrong. After getting their attention, we guide moms to do it right. We find out moms always prepare a shopping list before the baby 's birth, we lead them to think more in a gamification way. Finally, Moms learn how to choose the right seat for kids. We add the knowledge in a game from easy to hard level to let moms experience and get to understand, then start action.

This compaign has attracted extensive discussion and communication on social media (weibo and wechat). No hard advertisement or fluffy promotion, but only love. 2,774,041 unique visitors and 87,576 times experience during the three weeks campaign just to let babies love to “sit” right.

As a brand that taking responsibility very seriously, Volkswagen wants to support parents to better protect their loved ones. In China, mothers usually take purchasing rights, and the love of mother is more sensitive and delicate. So mothers are our main communication objects. Because of Chinese law, basically, each family only has only one child. Kids are the apple of parents’ eyes; they always give the best "love" to them, and protect them to avoid any hurt. For children's travel safety, they "love" them in their own way. For example, holding them in the car is relieved, or makes them lying in the back seat "comfortably". May in this kind of thought, usage of child safety seat is less than 1% in China. Babies love to "sit" right which is a pun in Chinese means you should give your love rightly, and kids should also sit right.