Volkswagen is the leading rally motorsport team, winning all major titles in recent years. However, rally has been the underdog of motorsport –yes, it has its die-hard fans, but it has lacked wider appeal. We set ourselves the task to change public perception and raise awareness of the rally sport.

In 2013 teamed up with Volkswagen to devise the RALLY THE WORLD campaign for the motorsport team, setting up Facebook, Twitter, Vine, YouTube and Instagram channels. Now, in 2015, our task was to populate these channels with video content tailored for each platform. To attract, engage and fundamentally grow the fanbase of each social platform whilst aligning with the global Volkswagen brand.

Over 12 months we ignited this passion in millions of people via 5 digital channels - with content that was perfectly aligned with the channels in terms of tonality.

The videos acted as an alternative behind-the-scenes for the Volkswagen motorsport team. Creating different scenarios inspired the country, history and challenges of each rally. Other times, we brought the individual rally challenges into the spotlight. We weren’t afraid to poke fun at the Volkswagen team either. Alongside this, we used onsite phone footage- showing the rally from a fan’s perspective. Using live footage meant a very short windows of time to create, cut and edit together footage while the rally was ongoing.