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...