DO IT FOR THE DRIVE, our core creative idea for 2015, puts an emphasis on the passion for driving. A love that unites professional rally drivers, motorsport fans and even the everyday driving enthusiast.

We produced and published content in high frequency, focusing on video and real time marketing. We involved fans, giving them content that they would want to share, transporting the campaign’s unique tone of voice: humorous, playful and most importantly full of self-irony.

Over 12 months, we ignited this passion in millions of people via our five social media channels and the campaign hub rallytheworld.com - with content that was perfectly tailored for each channel in both format and tonality.

We produced over 150 videos and hundreds of posts as an alternative perspective on rally sport. Creating different fictional and non-fictional scenarios inspired by the country, history and challenges of each rally... Alongside this, we used onsite video footage- showing the rally from a fan’s perspective. Using live footage meant tight timeframes to create, cut and edit together footage while the rally was live.

With the backing of around 2 million enthusiastic fans and followers, RALLY THE WORLD did not just exceed all expectations, but it also pulverised all objectives: We surpassed the campaigns goal of 420 million content impressions by nearly 150% and reached 520 million impressions by the end of 2015. We could archive an out-standing engagement rate of 35%. We produced Over 50 fictional webisodes and over 150 videos throw-out the whole rally season and reached over 75 million video views; and thereby topped our goal of 47 million views by 197%. RALLY THE WORLD exceeded all KPI goals and became Volkswagen’s most successful content cam-paign in 2015; with over 40% of our reach occurring organically.

RALLY THE WORLD has become Volkswagen’s most successful content campaign; it created awareness, engagement and enthusiasm that went far beyond the usual, existing target audience.