|Category||A02. Premiums & Giveaways|
|Product/Service||PEOPLE'S CAR PROJECT |
|Entrant Company:||PROXIMITY CHINA Shanghai, CHINA|
|DM/Advertising Agency:||PROXIMITY CHINA Shanghai, CHINA|
|2nd DM/Advertising Agency:||GOODSTEIN & PARTNERS, CHINA|
||Goodstein & Partners / Proximity China
|Enko Von Arnim
||Client Service Director
Describe the brief from the client:
China, 2011. Volkswagen decided to change not just their advertising but also the way they build their cars. Instead of building cars for the people, Volkswagen decided to build cars with the people. In order to attract a mainstream Chinese audience, a co-creation online platform was built where people were asked to create their own car ideas, design cars, share and compete in the chinese social media.
'The People's Car project' is not a traditional campaign but a transformative business strategy that allows Volkswagen to engage with future consumers on eye level.
The best ideas by users will be used to build the first Volkswagen truly created by the people for the people.
The 'flubber car' reflects the notion that the users can create freely without boundaries or constraint in actual physics. No matter how odd, which shape, color or function. A car can be anything.
Describe the creative solution to the brief/objective.
The best ideas on the platform get awarded daily with a miniature of the key visual, the ever-changing 'flubber car'. 3 models were created as premiums and send out to the winners via post.
The miniatures were so popular that we could increase registrations and conversion rates on the site.
Describe the results in as much detail as possible.
The platform is open to all users, however in order to create ideas on the site and win a flubber car people have to register. The flubber car is a popular collectors item only available to our user base of the platform.
Statistics 19.5 - 22.7
Unique Visitors: 3.400.000
Registration Conversion: 3,5%
Car Ideas created: 15.000
Comments posted: 1.700
The project will continue until the new People's Car is released.