The idea was to launch a commercial without a soundtrack. But not just any commercial. A commercial where the soundtrack was missing. And the absence of the music is fully noticed. Why? To offer this space -the soundtrack and exposure of 4 months on national TV - to any rock band that wanted to fight for it. After that, one song would be the winner and would become the soundtrack of the Volkswagen Rock in Rio Line commercial.

We launched a TV and Internet commercial where the soundtrack is vital. Everybody seems to be listening to a great rock song, but instead of hearing the song, the audience can only hear the sound design of what they see on screen. The voiceover invited bands and rockers to send in their songs and compete for that space. The winning band would become the soundtrack to the commercial, and would be on TVs and radios all over the country for 4 months. On the campaign website, bands could upload their original songs and choose the part they wanted to be featured in the commercial. Bands also had to share their version of the commercial to increase their chances of being among the 10 finalists.

More than 4,500 songs were submitted to the promotion. The Volkswagen Rock in Rio page on the Internet was the most-viewed Volkswagen Brazil page of all time. The commercial also was the most shared commercial of Volkswagen Brazil history, with more than 390,000 shares. More than 5.5 million people watched the commercial. Volkswagen wanted something to engage the brand with a young audience. And the results were much better than they could have ever imagined. The campaign outdid its most optimistic expectations in terms of the numbers of views, accesses and shares. And it also outdid their previous best numbers and records.