In a move away from traditional test-drives, exhibitions, mailers and fliers, Volkswagen has tapped into a sustainable experience with miles and miles of branding, targeting specific Buenos Aries customers who traditionally escape to the luxury costal resorts of Pinamar and Carilo during the summer months – December to March.

This time we wanted to do something different considering people were on holidays enjoying the beach, music and friends. For this reason, we wanted to create a song that would explain what we did. We created a original lyric, a melodie and made a clip.

There are no more overprints or an VO to tell us what we did. We only dedicate ourselves to enjoy the clip and listen to what the song has to tell us.

We came up with the idea of transforming it into an attractive digital content, so that people could enjoy it and share it. With this in mind we created a musical clip, that showed what we had done. Today hundreds of thousands are humming our song and over 7 million people have seen our clip.

We created a song so that the song tells us we did it. In this way, the digital content will be much more attractive and entertaining for people to enjoy.

100,000 logos into the sand during the sixty busiest days at the two resorts. 800,000 people will engaged with the brand activation, using just two wheels.. After that, the activation was shown in the brand's own channels, (Youtube / Instagram / Twitter / Facebook), reaching more than 7 million extra people.