Our media team suggested transforming Volkswagen’s official announcement on the end of production into an unlaunch ad, a novelty in the automotive industry, which was published in the country’s largest magazines and made a splash worldwide. The ad invited people to come to the website, submit their stories of the car, and see the “Kombi Last Edition.”

The most emblematic stories gave rise to the “Kombi’s Will,” reproduced in the major print digital media, informing the car’s heirs that, before it moved on, it wanted to deliver personalized bequests.

The bequest deliveries became a web-series, and the car’s last wish would become a short narrated by the Kombi, featuring a reunion with the son of the car’s creator – technically, its brother.

The short film was shown in cinemas and used as a tribute to an icon and its consumers. That’s how we staked out massive space in spontaneous media.

Sales – Production on the “Kombi Last Edition” was doubled, with the car being sold at $40k, 100% above market price.

Spontaneous media – Reports on major channels representing earnings of over $40 million.

Social media – The “last wishes” post set a record for likes and shares for VolkswagenBR, and searches for “Kombi” on Google went up 80%.

Short film – In a week, the film was watched for a period equivalent to 8 years, with millions of views and a 98.8% positive reaction.

MarketingKPI conducted quartery by Volkswagen Germany registered a five-place advancement in terms of the brand’s image.