Title | VW STORIES |
Brand | VOLKSWAGEN |
Product/Service | VOLKSWAGEN |
Category |
D02. Use of Branded Content created for Digital or Social |
Entrant
|
DDB PARIS, FRANCE
|
Idea Creation
|
DDB PARIS, FRANCE
|
Credits
Alexander Kalchev |
DDB Paris |
Executive Creative Director |
Jenna Haugmard |
DDB Paris |
Art Director |
Julien Kosowski |
DDB Paris |
Copywriter |
Alban Callet |
DDB Paris |
Managing Director |
Axel Renaudin |
DDB Paris |
Account Director |
Coralie Bouillier |
DDB Paris |
Account Executive |
Julien Scaglione |
DDB Paris |
Head of Social Media |
Marie Le Scao |
DDB Paris |
Community Manager |
Julie Gueulet |
DDB Paris |
Community Manager |
Edouard Frapier |
DDB Paris |
Community Manager |
Loïc Morando |
DDB Paris |
Planner |
Fabien Donnay |
DDB Paris |
Head of agency production |
Pierre Boutin |
Volkswagen |
Managing Director |
Ghislain Laffite |
Volkswagen |
Marketing Director |
Catherine Gotlieb |
Volkswagen |
Head of costumer experience media and digital |
Bastien Barraud |
Volkswagen |
Responsable Comm Digital & Fidélisation |
Lucas Blanchard |
Volkswagen |
Responsable Comm Digital & Fidélisation |
Kikuo Johnson |
- |
Illustrator |
Why is this work relevant for Media?
Sharing with others, which puts spice, laughter and even ridicule into our lives, is exactly what Instagram is.
“People’s Car“, a series of twelve drivers portraits, illustrated by the talented Kikuo R. Johnson and posted on Volkswagen’s account has the same ambition.
Sharing what we are experiencing every mile and realizing that we are all somewhat the same.
Background
People’s car is the DNA of the Volkswagen brand.
So we wanted to talk to all those, customers or not, who are experiencing these stories and situations so common to all, as soon as we take the road.
Illustrated by the realistic and elegant feature of Kikuo R. Johnson, a story was posted every Monday on the brand’s Instagram account.
Fine and funny sightings that made VW shine on Instagram, and expanded its community.
Describe the creative idea / insights (30% of vote)
Do we have to wait until the World Cup final or the first man on the moon to finally feel this indescribable feeling of having something in common with our contemporaries ?
Fortunately not, because we all already share something: A car.
With which we have a personal but especially collective history.
A universal experience that Volkswagen wanted to share with everyone.
Describe the strategy (20% of vote)
Reinforce the proximity between Volkswagen and its customers by crossing the tone of the brand: popular, simple, and resolutely human, with today’s uses and trends : Instagram. And set up a regular meeting with the community.
Describe the execution (20% of vote)
We matched Volkswagen’s tone, quite simple and resolutely human centric, with Instagram customs. The main aim of this campaign was to get closer to the brand’s customers by showing them every Monday things or situations they have already lived at least once in their cars. It was broadcasted on Instagram Stories and Instagram Caroussels.
The artist R Kikuo Johnson is the official illustrator of the campaign, and by drawing moments of everyday life, he managed to create a whole new way of telling stories : the self-portraits.
List the results (30% of vote)
A remarkable performance for those comics which :
> promoted the brand’s image : 9M people reached, +30K likes, comments and shares
> helped grow its community on Instagram : +20% numbers of followers