We wanted to create a real, relatable and strong story about how a car can re-connect even the most broken family ties through shared memories. Subsequently, establishing an emotional connection to the story as well as the brand.

After the succesful online launch of a branding film we launched a full short film online and in cinema with the focus on the fragile aspects of family relationships – a father/son conflict about how each of us strives to be a better version of ourselves for the next generation. Not unlike Volkswagen's pursuit to constantly improve on their previous generations of cars.

In the end, the aim was to make a movie that would resonate with the target audience and create a positive response about the story and the brand - thus establishing an emotional connection. Fortunately, the audience response to the film was staggering and tremendously positive.

The project's first phase including online branding film supported by a content hub and followed up on social media (Facebook, Youtube) as well as in traditional media. After this first campaign launch, which was in October and received overwhelming response, we launched a full short film in cinema, online and on film festivals, which was launched in March and was equally well-received.

It soon turned out that we had hit a nerve. In a small country of only 5.5 mio people, the film was watched by more than 1,2 mio. people in the first campaign run with a staggering VTR (view through rate) of 46 % on organic reach and showered in positive response with more than 10,000 likes, shares, and comments. Now the numbers are higher than 2 mio and still counting - considering the format (long-form) this is quite simply astonishing.

With more than two million having watched our long-form film with an impressive VTR (view through rate) of 46% on organic reach and a tremendous response in cinema as well, this project has already made quite an impression in Denmark.

Users consumed more than 50,000 hours of the Volkswagen short-film, with amazing response as a result. The film was showered in good vibes and got over 10,000 likes, shares, and comments – but, what numbers don’t show is the positive degree of how the film resonated with people’s own experiences and emotions and it's personal impact. The most common response, when sharing the film, was that it was “worth every minute”.

Volkswagen achieved the ultimate earned value as “Generations” contributed to a 35% increase in buzz score and 21% increase in their Word of Mouth score over the course of the campaign period (Source: Brand Index).