Eurobest

VW Stories

DDB PARIS / VOLKSWAGEN / 2019

Presentation Image
Supporting Images
Demo Film

Overview

Entries

Credits

Overview

Background

People’s car is the DNA of the Volkswagen brand.

So we wanted to talk to all those, customers or not, who are experiencing these stories and situations so common to all, as soon as we take the road.

Illustrated by the realistic and elegant feature of Kikuo R. Johnson, a story was posted every Monday on the brand’s Instagram account.

Fine and funny sightings that made VW shine on Instagram, and expanded its community.

Strategy

Reinforce the proximity between Volkswagen and its customers by crossing the tone of the brand: popular, simple, and resolutely human, with today’s uses and trends : Instagram. And set up a regular meeting with the community.

Execution

We matched Volkswagen’s tone, quite simple and resolutely human centric, with Instagram customs. The main aim of this campaign was to get closer to the brand’s customers by showing them every Monday things or situations they have already lived at least once in their cars. It was broadcasted on Instagram Stories and Instagram Caroussels.

The artist R Kikuo Johnson is the official illustrator of the campaign, and by drawing moments of everyday life, he managed to create a whole new way of telling stories : the self-portraits.

Outcome

A remarkable performance for those comics which :

> promoted the brand’s image : 9M people reached, +30K likes, comments and shares

> helped grow its community on Instagram : +20% numbers of followers

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