We created “VW & me”, an integrated campaign based on the real stories of VW owners. More than 3000 stories were submitted, a selection of which became our print and film campaign. Each story was better than any PR proof of the unbreakable bond between VW and their drivers.

The campaign was implemented in 3 steps:

1. A call-to-action was added at the end of a TV film, and social media posts asking VW drivers to share their stories.

2. The best photos and stories were used as the campaign print ads.

3. Two stories became the campaign films: François and Maia, shared their memories with VW cars they used to have. In the end, they received the best gift for a VW owner: an exact replica of their old VW.

Views on Youtube: over 1.5 million

Total number of true stories submitted by VW owners : 3 130