A campaign for VW Original Parts that reminds that the original is always better.

After a long research identifying the most popular Internet memes in Brazil on YouTube, we placed banner ads across poor imitations communicating "Don’t accept imitations. Prefer Original Parts" and invited users to click. We know how banners can often be overwhelming and annoying to consumers, therefore, decided to redirect the users to the original content, making the experience more entertaining rather than typically redirecting them to the brand corporate website. By promoting "originality", we created an effective and engaging way to influence millions of people that enjoy watching original content on YoutTube. Given the popularity that certain videos enjoy, we made it even more efficient. The message had the right tone, for the right

By placing the user at centre stage and promoting original quality content in a innovative and efficient way, the campaign had an outstanding response in impressions and click rate more than 10 times higher than average. For each US$100 spent, we had almost 125,000 views and approximately 500 clicks.