The Campaign

We focused on deriving human basic insight on “why people move from place to place.” We identified that people on foot, on bike, in a car have different definition to the same word “neighborhood”. Based on this insight, the core idea of “expanding neighborhood” was generated, creating “up!” new value of expanding his/her neighborhood after public transportation stops around midnight. We also focused on the insight that consumers want to see contents, not advertising. We created the branded film “UP! ALL NIGHT”, proposing a new but fun experience of midnight driving that drives young generation’s hidden desire to go out to play and pull an all-nighter with a car. The content series featured less shots of car itself and instead included fun and engaging experiences you could have inside a car and at where you’ve arrived after a few hours driving.

Creative Execution

UP! ALL NIGHT Vol.1 features four girls taking spontaneous trip to sea at midnight. Vol.2 features a visitor from abroad taking a night drive with a unique point of view. Vol.3 features stories of cultural influencers such as a dancer, freestyle basket baller, DJ, e-sports athlete. Vol.4 features stories of youth who seek and immerse in extreme experiences.

Through these executions, Volkswagen won a positive position among audience while creating a new perception that car is fun to use, as well as “Volkswagen is it” in the territory. The approach successfully built a deep emotional bond between the brand and the audience. The brand film series “UP! ALL NIGHT” achieved over 4million views on social media. It also reached 200K new audience as a result of the social buzz from the strategic use of digital influencers. The campaign successfully raised brand favorability compared the previous year.

Selecting influencers, we chose influencers who have digital following, not just famous ones. At the same time, we distributed information through influencers’ social accounts to reach our audience directly. By giving the respective role or scene in the film that matches each influencer’s original personality or lifestyle, we ensured to portrait influencers in an authentic way so that it will reach new audience as well as getting positive engagement from their existing fans.