The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Experimental / Internal Projects / R&D
Annual ID
OS22_IP028M
About the Work
Background:
Volkswagen is the world’s largest car brand, but virtually all its business decisions are made from its HQ in Wolfsburg, Germany.
For China, VW’s biggest market, we needed a different approach to keep VW’s brand reputation top of mind, where it was perceived as a car for your dad’s generation.
Insight:
Volkswagen has always been the “People’s Car”.
So when it announced the development of a new prototype, shouldn’t we include the opinions and preferences of its largest consumer base?
Idea:
Volkswagen presents “The People’s Prototype”
The first-ever prototype, not imported from Germany, but made in China, for China.
Execution:
First, we needed to develop a ground-breaking new research tool to include our young Gen Z target audience. So we collaborated with MangoTV, China’s leading Gen Z TV channel, to produce a 5-part interactive TV series. Cleverly disguised as a love/drama story, each episode presented the viewer with carefully curated popup questions that affected the continuation of the story. These interactive options varied from storyline outcomes, lifestyle choices, vehicle features… all naturally incorporated into the overall story of the show.
This enabled us to compile an enormous amount of big data about the consumer’s preferences, specifically tailored to the Chinese market.
We then turned this data into reality, by partnering with 3 leading Chinese tech startups & local manufacturers to build the prototype of a new generation and unveiled it one of the largest tech conventions in China.
Results:
It drove Volkswagen China’s biggest PR buzz in years, with over 180 million viewers participating in the show, over 42 million viewer decisions across the 5-part interactive show, and a massive brand likeability spike from 43% to 78%
Making this Volkswagen’s most successful engagement campaign, to once again become the people’s car for a whole new generation.
Volkswagen is the world’s largest car brand, but virtually all its business decisions are made from its HQ in Wolfsburg, Germany.
For China, VW’s biggest market, we needed a different approach to keep VW’s brand reputation top of mind, where it was perceived as a car for your dad’s generation.
Insight:
Volkswagen has always been the “People’s Car”.
So when it announced the development of a new prototype, shouldn’t we include the opinions and preferences of its largest consumer base?
Idea:
Volkswagen presents “The People’s Prototype”
The first-ever prototype, not imported from Germany, but made in China, for China.
Execution:
First, we needed to develop a ground-breaking new research tool to include our young Gen Z target audience. So we collaborated with MangoTV, China’s leading Gen Z TV channel, to produce a 5-part interactive TV series. Cleverly disguised as a love/drama story, each episode presented the viewer with carefully curated popup questions that affected the continuation of the story. These interactive options varied from storyline outcomes, lifestyle choices, vehicle features… all naturally incorporated into the overall story of the show.
This enabled us to compile an enormous amount of big data about the consumer’s preferences, specifically tailored to the Chinese market.
We then turned this data into reality, by partnering with 3 leading Chinese tech startups & local manufacturers to build the prototype of a new generation and unveiled it one of the largest tech conventions in China.
Results:
It drove Volkswagen China’s biggest PR buzz in years, with over 180 million viewers participating in the show, over 42 million viewer decisions across the 5-part interactive show, and a massive brand likeability spike from 43% to 78%
Making this Volkswagen’s most successful engagement campaign, to once again become the people’s car for a whole new generation.
2022 Awards
Total Points: 3
Merit
Credits
Agency
Cheil China / Beijing
Copywriter
Hualong Wang
Account Director
Maggie Zhong
Account Executive
Ken Huang
Associate Creative Director
Bo Yi
Binman Wang
Brand Manager
Maggie Lu
Project Manager
Harry Lin
Account Manager
Yanjun Guo
Brand Consultant
Ian Zhu
Creative Group Head
Pierre-louis Marchal
Christophe Willocx
Creative Strategy
Serge Platkovskiy
Deputy General Manager
Raina Zhang
Global CCO
Malcolm Poynton
Head of Creative
Flip Soree
Head Of Creative/Executive Director
Bill Yom
Head of Project House
Kuo-Hi Lee
Junior Art Director
Yuling Yi
VW Brand Team - Future Topic Manager
Andreas Valtl
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