86343601-F551-413A-A2C5-4C91B1960AAF Created with sketchtool. D1681562-9B56-4AA3-A659-E4329F356674 Created with sketchtool. 934F8DA0-9E27-42BD-8CE3-D245838B7017 Created with sketchtool. ABBF01E5-99A9-4F8E-A5B6-D8D0DFCAA1DF Created with sketchtool. 52B86ADF-15D7-4BEB-87CA-3619D1900DF7 Created with sketchtool. 7589DD6C-9BE1-49A5-8D68-4F50FBA8B794 Created with sketchtool. close button Created with Sketch. 6BB0D236-0C4D-43DD-9499-76C2156B2D45 Created with sketchtool. 2C0B0BEE-6DF1-41ED-96BE-B08D012E4E7E Created with sketchtool. 0C8DBC52-E08E-4F0A-AE54-AE9BB73113CC Created with sketchtool. instagram Created with Sketch. F79C22BD-1248-4072-AC81-B134598B2AA5 Created with sketchtool. F79C22BD-1248-4072-AC81-B134598B2AA5 Created with sketchtool. C9FD7B3E-0845-41B2-ACCB-6714158590FB Created with sketchtool. 9390E317-BF7B-47ED-B954-052183D5FB1C Created with sketchtool. 33AF606F-4AB8-48BF-88F5-131EAFCB6433 Created with sketchtool. 8318C22D-D94B-44A9-AB45-C1392FAA4A70 Created with sketchtool. 61A8DE16-3685-4C96-8420-67656881EA29 Created with sketchtool. D1CB3555-9A1D-4970-80EF-E3ABD5BACF7D Created with sketchtool. F80B5C4D-057D-4477-AF86-E46BC62AC7A4 Created with sketchtool. Search icon Created with Sketch. A3C99BA3-E981-44D5-BCA9-B1C8A5D09E36 Created with sketchtool. BC8D40A0-6611-4C38-8AD4-8E2D17FA6DC3 Created with sketchtool.
Festival of Creativity
27 - 29 September 2017




CategoryA01. Corporate Identity Schemes
Entrant Company:PROXIMITY CHINA Beijing, CHINA
Design/Advertising Agency:PROXIMITY CHINA Beijing, CHINA
Name Company Position
Georg Warga Goodstein & Partners / Proximity China ECD
Niko Tziopanos weareflink CD
Daryl Villanueva/Felipe Ferreira Proximity China CD

Brief Explanation

To deliver the People’s Car Project we needed an iconic device that would be instantly recognizable, both as a Volkswagen initiative and in it’s own right. The device needed to deliver the following values: Engaging – Something people want to touch and to change. Playful – Fun, loaded with personality, but not childish. Branded – Proudly powered by Volkswagen Iconic – Celebrating the heritage of the beetle as the original people’s car. Unique – A design people could personalize, customize and make their own.

Describe the brief from the client:

Volkswagen has always built cars for the people. Their brand name in both German and Chinese literally means the ‘People’s Car’. Today in China, Volkswagen faces increased competition and falling market share. To counter these challenges they decided to change not only their advertising but also their products. Instead of building cars for the people, Volkswagen would start building cars with the people. We called it: ‘The People’s Car Project.’ – a long term social CRM and co-creation program to generate consumer dialog and re-invent how cars are ideated, designed and built.

Description of how you arrived at the final design:

We created the ‘Flubber Car’ - a unique 3D visual that morphs according to the ideas of consumers and activated it uniquely across multiple channels: • Web Films arrested people’s attention by introducing Flubber car personalities. • Stunts made the virtual real by bringing life-size Flubber cars into local neighborhoods. • Events put Flubber cars into people’s hands via augmented reality, interactive kiosks and physical models. • Online Platform enabled people to design and customize Flubber cars with their own ideas. • TV, OOH, Print brought the Flubber car to the masses and sparking broad awareness. • Mobile Apps enabled Flubber cars to travel anywhere.

Indication of how successful the outcome was in the market:

We launched on May 19, 2011 and achieved the following results in only 10 weeks: Innovation & Brand Metrics I* • Increased Brand Innovation by 18%. • Increased Brand Advocacy by 22%. • Highest Share of Voice Of Any Auto Brand in Social Media. • PR coverage of 789 clippings valued at 8,017,317 USD. Channel Metrics** • Weibo - 263,040 Followers. • Viral Films – 3,258,979 Views. • Web Videos – 3,458,133 Views. • SNS (Combined with VW) – 2,944,360 Fans. • Guerrilla Stunts – 7,462,752 Weibo Views. • Online Advertising – 19,622,710 Clicks.