Cannes Lions

VOLKSWAGEN CADDY

GRABARZ & PARTNER, Hamburg / VOLKSWAGEN / 2012

Film
Film
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Overview

Entries

Credits

Overview

Execution

It all started on Facebook. Volkswagen called upon the users to turn off their computers on 22nd May, 2011 – and start a family instead. Three months later the first couples revealed that they were expecting a baby. Then they were asked to tell the funniest experience that happened during their pregnancy. And one of them was rewarded with a Caddy from Volkswagen.

Outcome

With the world’s first ‘Start a Family Day’ we created our own target group: families who want to drive the Caddy. Additionally, we managed to increase the number of Caddy fans on Facebook by 2542% and the number of Caddys sold by 25%. But the biggest success of all: many more cute babies!

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