The challenge:

How to celebrate the 50 years of the brand in the country, in a way that is relevant for the consumer and that reflects the brand’s spirit of innovation?

Objectives:

To generate a great action that reflects the strong bond between the brand and the Mexican consumer.

To place the brand under the attention of everyone in an innovative and close way.

To generate noise around the event in order to amplify the message towards the consumers as well as towards the media.

Strategy:

To take advantage of the fact that a great part of the population have owned or currently own a vehicle from the brand and that many have in fact turned into iconic vehicles in Mexican society, beyond people’s age or socioeconomic level.

Execution:

To compile all those personal experiences of people with their Volkswagen and to generate a Reality Show upon the best stories, with the objective of reuniting the former owners with their original restored cars.

Results:

A show, which was broadcasted through YouTube and also through one of the most important television broadcast networks in the country, filled people with emotions which reminded them why the brand is so deeply rooted in their hearts.

The movement started by gathering 200 classic vehicles of the brand in a parade through some of the most important and iconic areas in the country, providing wide traditional and digital media coverage for it.

We associated with TV Azteca (OTV) network in order to broadcast a reality show. Additionally, some of the network’s celebrities told their own stories involving a Volkswagen.

Then, we launched an online call at the national level with the objective of having Mexicans share with us their stories involving a Volkswagen.

Once we had these stories, we selected the top 6 and we began the task of finding their cars in car lots, junk yards and any other place where could locate them.

When we found the cars, we restored them with original parts and personalized details, leaving them just as new. Just as the last time these cars were seen by their former owners.

We received more than 8.500 stories at the elVWdetuvida.mx website.

420.000 visits were registered at the elVWdetuvida.mx website.

We had more than 2.220.000 views at our YouTube channel, positioning the project within the Top 10 ADS in YouTube Mexico during the month of November.

All these actions were reported in various press notes, earning more than $2.750.000 Pesos in non-disbursed notes.

“El Volkswagen de tu Vida” turned into a reality show that was watched by more than 10 million people on TV.