, art directorsFlavia Figueiredo
, writersLuciana Haguiara
, creative directorsLuiz Sanches
, executive creative directorFernando Boniotti
, technology directorVanessa Marques
, information architectPaulo Diehl
, video directorCabaret
, sound designerAna Carolina Cintra
, project managerConspiração
, production companyConspiração Concept
, post-production companyAlmapBBDO
, project design and developmentVolkswagen Brazil
"A great way to shake users out of the complacency of watching a video. This project takes the common experience of watching a YouTube video and forces users to re-evaluate what is part of the video and what is not. Creativity and technology are seamlessly integrated." —juror Sophie Henry
"An innovative use of YouTube technology to demonstrate the innovative technology of the new Volkswagen." —juror Scott Prindle
Overview: This clever campaign creates the perception that Volkswagen is an innovative brand that consistently offers consumers the latest and best in automotive technology. Instead of a conventional website this microsite launched inside YouTube. Divided in four parts, each one highlighting a feature introduced by Volkswagen, the films are hosted by Brazilian actor Lázaro Ramos (whose popularity lent a viral component). The sitelets proved the perfect way to present content targeted toward a tech-savvy audience; the innovative channel and format not only gave viewers the opportunity to interact with VW’s features and technologies, but began a new conversation around the brand.
• The site was the digital component of a larger campaign and was in development for nine months.
• Strict Google posting polices required content to go through multiple approval steps before it could air.
• During six months on air, the project received more than 1.5 million unique views (1 million of those were garnered in just a month) and the number of fans on the Volkswagen Facebook page increased by 1,448 percent, giving the car manufacturer the highest number of fans in the country.
Comments by AlmapBBDO:
What was the primary goal of the project? "Our primary goal was to offer a unique experience to users, which we did by integrating the film with 3-D post-production. The result proved that innovation and technology are part of the brand’s DNA."
What was the most challenging aspect of the project? "Trying to find the best way to use technology in favor of the idea."
What was the response the project? "The campaign showed that Volkswagen’s technologies stirred the public’s imagination: The innovation gap between Volkswagen and its competitors increased 37 percent; in a quantitative post-test evaluation, 90 percent of the interviewees affirmed that Volkswagen is an innovative brand (an affirmation that didn’t occur in previous tests)."