Cannes Lions

Catwalk Collision

PROXIMITY CHINA, Beijing / VOLKSWAGEN / 2019

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Case Film
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Overview

Entries

Credits

Overview

Background

Volkswagen has always offered ‘technology for everyone’ but in recent years the brand has lacked behind in new products and technologies in the Chinese market. In order uplift Volkswagen’s brand image we were asked to promote ‘LED swiping indicators’ and increase media fans and followers.

Idea

Inspired by Victoria’s Secret Chinese super model Ming Xi’s took epic fall on the catwalk in front of her home crowd, we have created a fashion disaster of our own. We called it ‘Catwalk Collision’.

Strategy

This technology campaign spoke to the Chinese aspiring middle class. They are confident, progressive and are highly active on social media, constantly adapting new technologies, products & services at rates unseen in other markets. All the executions had a touch of humor to not only bring back Volkswagen’s trademark ‘twinkle in the eye’ into Chinese advertising but ultimately increase social media fans and followers.

Execution

The campaign consisted of a viral video, a mobile game, an innovative give away and ways to share UGC content based on the idea.

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 mailing in the campaign.

In order to get the eyelashes, you had to play a game where you could steer models on a catwalk to avoid yet another Catwalk Collision.

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

Outcome

• Over 14 million video views (combined video platforms; SOHU, Netease, Tencent News and Target Social have contributed the most)

• 1.272.911 million shares. (Target Social has contributed the most shares. (95%)

• 3.8 million game plays (Game engagement has been over-achieved by 82%)

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