We wanted to create a real, relatable and strong story about how a car can re-connect even the most broken family ties through shared memories. Subsequently, establishing an emotional connection to the story as well as the brand.

Our creative solution was a hero movie. supported by social media and a content hub, with a creative direction that focused on the more fragile, but more relatable aspects of family relationships – a father/son conflict about how each of us strives to be a better version of ourselves for the next generation. Not unlike Volkswagen's pursuit to constantly improve on their previous generations of cars.

In the end, the aim was to make a movie that would resonate with the target audience and create a positive response about the story and the brand - thus establishing an emotional connection. Fortunately, the audience response to the film was staggering and tremendously positive.

The project was published online supported by a content hub and followed up on social media (Facebook, Youtube) and in traditional media. This constituted the first campaign launch, which was in October and received overwhelming response, which made the second launch in March, where we launched a longer short film, even smoother.

It soon turned out that we had hit a nerve. In a small country of only 5.5 mio people, the film was watched by more than 1,2 mio. people in the first campaign run with a staggering VTR (view through rate) of 46 % on organic reach and showered in positive response with more than 10,000 likes, shares, and comments.

In a small country of 5.5 mio people, more than 1.2 million watched the film in the first campaign run with an impressive VTR (view through rate) of 46% on organic reach and made quite an impression in the cinema in the second period.

Users consumed more than 50,000 hours of the Volkswagen short-film, with amazing response as a result. The film was showered in good vibes and got over 10,000 likes, shares, and comments – but, what numbers don’t show is the positive degree of how the film resonated with people’s own experiences and emotions and it's personal impact. The most common response, when sharing the film, was that it was “worth every minute”.

Volkswagen achieved the ultimate earned value as “Generations” contributed to a 35% increase in buzz score and 21% increase in their Word of Mouth score over the course of the campaign period (Source: Brand Index).