As a result of the pandemic, life shifted to the home and consequently also to the digital world. Looking at the younger generation, this trend has only increased in the past 2 years. However, this does not make it any easier for brand communication.

The reason: The younger generation is used to get content they want, on demand and without "annoying" adverts.

So, we had the challenge, to reach a young target group that had previously been unreachable due to ad blockers and ad-avoiding media behaviour.

Our goal was to manifest and increase Volkswagen and Polo within the target group in their relevant set and generate an brand uplift.

We aimed to counteract our the conscious and active decision of our target group (18 - 35 years) to avoid unwanted advertising messages. Consequently, Volkswagen had to be present exactly where the target group has shifted its media attention - to gaming - and to do so as authentically and invitingly as possible in order to achieve an efficient and successful media campaign. Twitch was the perfect platform to present the new VW Polo to the young target group. After all, the new model from Volkswagen comes with technical features that are only known from the premium segment. Therefore, the aim was to reach the gaming community with the product promise "Can do more" and to anchor the new Polo sustainably and positively in the relevant set of young buyers. To fulfil this promise, we developed a community tournament in the popular online game "Rocket League" together with Twitch.

With "The New Polo Challenger Series", a completely new format of the popular "Rocket League" game was born. Accordingly, it was a real win-win situation for both Volkswagen and Twicht Influencers & Gamers - with whom we partnered - to present new content to their community.

In addition, they could invite their community to form a team with them and compete against other teams in a professional e-sports format. In addition, the winning team could win a new polo each - for themselves as well as their community. With this approach, we were able to provide a target group that avoids advertising through adblockers with a unique experience that combines all the things they love in their media behaviour:

a) Gameplay with participation,

b) competition,

c) exciting gaming content,

d) personal contact with their favourite influencers and

e) the opportunity to win a new car through play.

Viewers in Germany couldn't get enough of our industry-first gaming league on Twitch... and reached a cumulative viewing time of almost 10 years!

The move to not only be part of the gaming community, but to shape gaming itself paid off:

Brand uplift Volkswagen (relevant brand set):

• +3% points within the male target group 18-35 years.

• +4% points within the target group of Rocket League viewers on Twitch

More than 1.13 million live views of Volkswagen branded content with more than 10.000 simultaneous unique live viewers in the final tournament.

More than 5 million minutes (equals 9.6 years!) of high-quality Volkswagen branded content watched live.

The highest number of "minutes watched" ever achieved for a brand activation in Germany on Twitch!