Brazil is still dominated by mass media. Bit by bit, however, content generated by brands in other media are gaining greater space in media plans and even in consumers’ habits. The increasing relevance of this sort of content lends greater veracity to these ideas.

To this end, we created a spot that only works online. The perfect place if you want to fit the film to the time you want to spend on it. That’s why we created a platform on Volkswagen’s brand channel that allows the consumer to click on a button whenever they like and leave the film custom-made.

The result of the initiative was the best imaginable. Finally, Volkswagen trucks have a video that’s just as custom-made as they are. The film was widely shared around, with above-average retention. Consumers spent over 3 minutes watching the film, on average, even though the full video was just 2 minutes long. Moreover, the number of visits to Volkswagen’s brand channel saw a significant bump.