Spikes Asia

Catwalk Collision

PROXIMITY CHINA, Beijing / VOLKSWAGEN / 2018

Presentation Image
Presentation Image
Case Film

Overview

Entries

Credits

Overview

Background

Volkswagen has always brought innovation to the people yet the brand lacks in new products and technology on the Chinese market. In order to change the perception we had to promote LED swiping indicators and increase Volkswagen’s social media fans and followers.

The main objective of this campaign was to uplift Volkswagen’s brand image through customer’s engagement, shape the brand profile and enhance costumer relationship.

Execution

During the campaign, a digitally based online to offline ecosystem was built for user engagement and interaction.

VIRAL VIDEO

Kate Wong, talented fashion designer with a problem. Models just caused yet another accident on her latest fashion show.

But inspired by a near accident of her own and saved by Volkswagen’s LED swiping indicators, she invents this: LED Eyelashes, to indicate her models to go left or right on the catwalk and avoid any future collisions.

REAL LED EYELASHES

The viral video was part of an integrated campaign and although Kate Wong’s story was fictional, her LED Eyelashes were real and used as a giveaways in the campaign.

ONLINE GAME

In order to get the eyelashes, you had to play a game. You just had to avoid another Catwalk Collision.

ONLINE INFLUENCERS

Fashion bloggers multiplied the efforts to distribute the LED Eyelashes, making the Catwalk Collision disaster, a UGC success.

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