In recent years, automotive brands are entering deeply into people's lives with their technologies. And they do it by developing solutions for everyday life, which go beyond their cars. But these solutions are often prototypes not available on the market. There are only creative tricks to increase the brand's reputation. This year Volkswagen didn’t want to be outdone and so for Christmas decided to ride the trend its way.

We designed a smart bauble inspired by the advanced technology of the Volkswagen Front Assist to reduce energy consumption during Christmas time, without giving up the magic of Christmas lights. The truth? We have not developed any solution. We hacked the trend with an entertainment web video that gave to Volkswagen social fan base a powerful message: “Sometimes intelligence is the best technology”. Because, after all, avoiding big consumption doesn’t require great technology. You only need to turn off the lights of your Christmas tree when you are not there.

The brand is shifting its vision from “car maker” to “mobility provider”, putting people first, enhancing their life and what really matters to them.

This thinking forward approach is not just about innovation, it is first of all about responsibility towards human beings and their education towards technology. This is why the brand cannot be satisfied by only thinking about offering new automotive solutions, but feels the need to spread deeper awareness about it.

The campaign was online during Christmas holidays with just a single video published on Facebook and YouTube. It describes the features of Christmas Assist Ball technology with a totally unexpected ending by using the fresh and ironic tone of voice, typical of Volkswagen.

The campaign, published on Facebook and YouTube, gathered a lot of steam in the country and abroad, with a huge success for the brand that increase its reputation by 7% and collecting +57% media impression +38% interactions, +13% users involved in just 100 days following the campaign.