Challenges

• Technology is cold and non-personal

• Technology is complicated

• Competitor offerings are confusing consumers

Objectives

• To build on VW’s Fun brand connection

• To demonstrate the benefit of technology in a simple manner

• To stand out from competition

Driving cars has always been seen as an enjoyable experience. And safety features are seen as factors that are slowly eroding this joy away.

So we started by questioning this very thought. What if, fun and safety weren't exclusive to each other? What if, fun and safety were actually two parts of one whole experience? The answer eventually stood out in the form of VW Carousel where an object that was always associated with fun was altered to also demonstrate safety with VW Adaptive Cruise Control.

People were instantly delighted by seeing a carousel like they've never seen before. The message of Fun Made Safe also helped them see Volkswagen as a brand that made driving a safe yet enjoyable experience.