People's Car Project, Volkswagen

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Volkswagen in German literally means "People's Car". Today in China, Volkswagen faces increased competition. To tackle this challenge, they decided to turn their business inside out. Instead of building cars for the people, we began building cars with the people. We called it: ‘The People’s Car Project’, a long-term co-creation platform that re-invents how cars are ideated, designed, and built. We provided the people with tools to create and share car ideas. A democratic system allows the fans to vote for the most original ones. As a result, Volkswagen designers, together with over 3.1 million fans, help upgrade current cars and shape future ones. Volkswagen rose to the nº 1 car brand on Chinese social media in 10 weeks.

— INTEGRATED SHOWCASE

— THE PLATFORM

— VIRAL VIDEO: Aunt Complaining

— VIRAL VIDEO: Shuttlecock

— VIRAL VIDEO: Cute Girl's Lady-Bug

— VIRAL VIDEO: Happy Year of The Dragon

— VOLKSWAGEN SAYS "THANK YOU" TO A SPECIAL USER
Our "thank you" to the user "Dark520" who submitted the Hover Car idea.
This film is presented by Dark520's favorite celebrity in China, Le Jia.
Hover Car designed by Volkswagen.

— BUILDING THE PEOPLE'S CAR

As an epic conclusion to the project, we had to take all 260.000 ideas submitted by over 30 million people and create one car — which was unveiled at the 2013 Shanghai Auto Show.

Cannes Lions
2013 Branded Content & Entertainment Gold
2013 Direct Bronze, Automotive
2013 Media Shortlist, Best Use of Branded Content
2012 Direct, Automotive Services, Bronze
2012 Cyber Best Digitally Led Integrated, Shortlist
2012 Promo, Best Integrated Led by Activation, Shortlist
2012 Promo, Automotive Services, Shortlist
2012 Media, Best Digitally Led Integrated, Shortlist

London International Awards
2011 Integrated Campaign, THE NEW Category, Silver
2011 Design Finalist
2011 Digital Automotive Finalist

New York Festival
2011 Interactive Website, Shortlist
2011 Integrated Mixed Media Automotive, Shortlist

One Show Club
2011 Merit award in Integrated Campaign
2011 Merit award in Websites/Social Campaign

Digital Media Awards Pacific Asia
2011 Agency of the year
2011 Platinum (Special Award for Campaign of the Year)
2011 Gold in Automotive Campaign
2011 Gold in Website
2011 Gold in B2C
2011 Silver in Best Integrated Campaign
2011 Silver in Online Marketing
2011 Silver in Best Use of Social Media

Spikes Pacific Asia
2012 PR (Best Use of Social Media) Gold
2011 Integrated Campaign Silver
2011 Film Craft Bronze

AME Asian Effectiveness Awards
2012 Best Integrated, Silver
2012 Branded Content, Shortlist

John Caples International Awards
2012 Viral Video Marketing, Gold
2012 Integrated Campaign, Silver
2012 Ambient Guerrilla, Bronze
2012 Best Art Direction, FInalist

Others
2011 MAAD Awards, Integrated Gold
2011 MAAD Awards, Online Video Silver
2011 MediaChina Awards, Most Innovative Brand
2011 MediaChina Awards, Most Valuable Campaign of the Year
2011 China Advertising Great Wall, Integrated Bronze