GENERATIONS

Short List
TitleGENERATIONS
BrandVOLKSWAGEN
Category A03. Online: Fiction & Non-Fiction
Product/ServiceVW BEETLE
Entrant VERY AGENCY Copenhagen, DENMARK
Idea Creation SHOOT HAPPENS Copenhagen, DENMARK
Idea Creation 2 VERY AGENCY Copenhagen, DENMARK
Production SHOOT HAPPENS Copenhagen, DENMARK
Credits
Name Company Position
Sune Svanborg Sørensen Shoot Happens Writer & Director
Thomas Pries Freelancer Creative Director
Christian Juliussen Shoot Happens Executive Producer
Thomas Bjerg Very Agency CEO
Michael Stein Volkswagen Denmark Head of Marketing
Martin Thorsen Volkswagen Denmark Advertising Manager
William Høeg Shoot Happens 1st AD
Snorre Ruhe Shoot Happens Director of Cinematography

The Campaign

It's a human story about real people with real, unresolved issues, where the car - an old 1979 Volkswagen Beetle - acts as a third character and works as a symbol for the differences between the characters, but at the same time a motivated space for resolution. The idea was to create a film that could work equally as a branded content film, and as a short film in it's own right. However in contrast to many of the branded content films we have seen over time, we wanted to make VW an integrated part of the storytelling instead of a brand that was showcased. In other words, the brand had to be clearly identifiable and visible and leave a positive impression that complemented the brand's core values. But at the same time take a major step away from feeling like an advert. But instead feel like a relevant film.

Creative Execution

The Engagement Platform and campaign allows Volkswagen an opportunity for both hero-content(6 minute film) and “base-level” SoMe content for a longer period. Introducing the content hub Volkswagen Generations, where Volkswagen gives a voice to people’s experiences and memories with the brand. We made the film “Generations” to start conversations about the emotional stories connected to Volkswagen. Alongside the hero-content we produced “real-life” stories from Volkswagen enthusiasts and heirs, who shared their personal stories. All of the content is gathered at the content hub on Volkswagens website for consumers to explore. “Generations” hero-content was launched on October 3rd and after two weeks a Behind the scenes film was pushed on Facebook and YouTube for people to explore the filmproduction. Supporting content will be pushed during the next 10 weeks prolonging the social conversations. The short film is pushed on Facebook and YouTube and on other paid digital platforms.

Volkswagen reached the highest number of positive mentionings in Denmark in the past 3 years (Brand Index) and “Generations” managed to start a large number of social conversations about the Volkswagen brand and the stories and memories related to it, not least about the emotional connections people had with the cars and their parents. • Reach Over 10 mio. reached and counting. Over 2 mio. views (Denmark population: 5,8 mio.) • Engagement Astounding 46% view through rate (VTR) on organic reach +7.000 Reations, comments and sharings. +35.000 clicks 46% view through rate (VTR) on organic reach • Impact Volkswagen reached the highest number of positive mentionings in Denmark for the past 3 years (Brand Index) and “Generations” managed to start a large number of social conversations about the Volkswagen brand and the stories and memories related to it.

In advertising, the concept of family is almost always a positive one - bringing joy and meaning to people’s lives. But truth is, that family relationship is one of the most fundamental of human problems. But although we might not always feel understood or acknowledged in family relations, we are still deeply connected through our shared memories and history. But as we grow older we are likely to see the generation differences in a new perspective. And that is why the things that serve as a catalyst to our shared memories are so valuable to us. Like our car.

The strategy was to create a platform for storytelling about Volkswagen brand stories. All stories should be based on an emotional link between the car and the people, and the love for the brand throughout generations. The strategy is based on the Volkswagen brand vision “moving people forward” with the opportunity of combining storytelling with functional features.