ABOUT

The Problem:
Our task was to use Volkswagen’s rich modern history to engage its audience by demonstrating that it has consistently been at the forefront of automotive innovation, for more than seven decades. Taking inspiration from Volkswagen’s growing heritage fleet of over 13 carefully preserved vehicles, we took people on a journey through time to celebrate the brands continued commitment to design and quality – virtues that have come to define Volkswagen.

The Response:
Balancing a small budget with a tight timeline we had to get creative. Using a smart mix of social channels, we produced a campaign designed for Instagram and Facebook. Creating highly shareable, captivating content, it cut through newsfeeds, therefore maximising the amount of earned media.

Collaborating with the talented international artist, Jesús Prudencio, and a team of motion designers we created a series of delightfully animated illustrations that celebrated Volkswagen’s most iconic cars from the last 70 years. Each featured a different car from a specific decade, illustrated in the style of the era it most influenced. Pulling out the best parts of each decade, we brought back not just the car, but also the feelings associated with that time period. The animated illustrations evoked a sense of nostalgia in Volkswagen fans who were encouraged to share them across social media, sparking conversations about Volkswagen’s commitment to design, style and quality throughout the ages and heading into the future.

The Results:
This hit campaign attracted over 3,000 interactions in the first day alone. The colourful animations and the hashtag, #VWCollectables, has had over 30,000 interactions including likes, comments and shares and already has over 1 million video views. A testament to the enduring appeal of the people’ car.