The campaign objective is to reconnect VW with the 18-28 year old segment who sees this brand as too rational and expensive. We were asked to correct this real but false perception.VW EscapeTV is a monthly TV show you can watch wherever, whenever you want on iPod, mobile phone or PSP. This way, this campaign invests the global digital ecosystem where youngsters are now "always on" all day.

The content is fully adapted to the target group: celebrities interviews, movie trailers, video games... and reports on cultural sponsored by VW ("branded entertainment" dimension).VW EscapeTV gathers about 40,000 viewers each month.