Volkswagen: T-Dance

Car-maker Volkswagen joined with online video-sharing and streaming service Miaopai to create a global, dance-based UGC campaign to appeal to young, potential SUV buyers in China.

Campaign details

Brand: VolkswagenBrand owner: VolkswagenAgency: PHD ChinaCountry: ChinaIndustries: SUVs, 4x4sMedia channels: Livestreaming, Online video, Websites & microsites, Word of mouth, influencersBudget: 500k - 1 million

Executive summary

In order to strengthen the Volkswagen image in the minds of young, potential SUV buyers, we framed VW as the car for individuals who wanted to express themselves. We challenged Chinese customers to create their own 'T-dances', as each VW SUV starts with a 'T', and upload it to a short video platform. The variety of interpretations revealed the...

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