01.09 (Zero One, Zero Nine) is an eight-episode webseries, which on 01/09, September 1st, revealed to the characters and the audience what the titular number (01.09) meant if read backwards: Polo. And it introduced the brand’s latest launch in a way that no carmaker had ever done, or the audience had ever seen.

In the story laid out in the webseries, “Mario,” a digital security specialist, comes back from a secret test from the number 01.09 on his hand. Alongside his friend “Fred,” a journalist at a car magazine, and a mysterious character known as “Five” (or 01.05), he begins carrying out missions. Mário believes that he’s taking part in the final stages of the test alongside “Five.” The number on his hand (01.09) functions as a key and entry code in his missions. On the last one, on the date 01.09, “Mário” and “Five” have to find a car in a parking garage. After they fail to find a car with the license plate 0109, they try reading the number backwards and discover that this time, the number revealed a word.

01.09 got unprecedented numbers for any carmaker in Brazil: the series had a total of 36 million views, impacting over 72 million people. It was watched for a total of 45 million minutes, a new record for YouTube in Brazil. During the show, searches for keywords related to Volkswagen went up 688%, and the episodes got over 260,000 interactions on social media and the brand’s profiles. As soon as the series ended, pre-sales of the New Polo started, and the stock set aside sold out.