We launched Insiders by VW Polo, an integrated campaign focussed around LookAtMe.ru, the most popular trend website in Russia. To support the campaign, we recruited six Russian ‘Insiders’ (who had all recently moved to Europe and were each in a creative profession) to travel across the continent in new VW Polos.

During their adventures, the ‘Insiders’ were asked to post regular blog entries on the LookAtMe website to keep Russian audiences updated with interesting facts about European youth culture and travel tips not found in regular guidebooks. By the end of the campaign, the ‘Insiders’ had written enough content to produce six non-standard guidebooks (for Paris, London, Berlin, Amsterdam, Prague and Barcelona).Throughout the campaign, audiences could also catch-up with the ‘Insiders’ on “POLO-mniki” (POLO-pilgrims), a supporting programme on MTV which showed weekly highlights of their adventures. The campaign also included supporting commercials at TV channel “2x2” and press advertorials.

The campaign, which lasted for eight weeks, drove more than 80,000 people to the LookAtMe website, each of whom stayed on the site for an average of 7.25 minutes.

Our traffic generated 10,000 clicks to the VW Polo website.All of our ‘Insider’ guidebooks were highly rated by users and many were included on the site’s most popular posts list.

We did more than just attract attention to the Volkswagen Polo launch; we also won the brand loyalty of a new young audience.Overall, Volkswagen Polo sales increased 118% year-on-year between February-May 2010.