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




CategoryA02. Premiums & Giveaways
Entrant Company:PROXIMITY CHINA Shanghai, CHINA
DM/Advertising Agency:PROXIMITY CHINA Shanghai, CHINA
2nd DM/Advertising Agency:GOODSTEIN & PARTNERS, CHINA
Name Company Position
Georg Warga Goodstein & Partners / Proximity China ECD
Daryl Villanueva Proximity China CD
Andy Li Proximity China Art Director
Enko Von Arnim Proximity China Client Service Director
Weareflink Design Concept

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.

Creative Execution:

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% Registration: 65.000 Car Ideas created: 15.000 Comments posted: 1.700 Votes: 188.000 The project will continue until the new People's Car is released.