First, VW announced the “50 years celebration”, gathering 200 cars in a parade across avenue.

We generated the trigger, partnering with TVAzteca (OTV) where celebrities became ambassadors of the movement, starting telling their own stories when a VW was involved through Special Mentions and Capsules in TV Programs. Also we used VW owned media as a platform to reach our VW fans, display banners, social media and print to invite people to share the story of their lives where VW was the main actor; everything hosted at a specific microsite.

8,000 stories were gathered. 50 of the stories were shown at YouTube, and the 6 most significant in OTV.

-Thousands of free press.

-+2.2MM views.

-The series had 126 Index more rating in OTV than the average of the Channel/Day Part, meaning high engaging content.

-Free OTV Coverage on Prime Time News.

-The YouTube Branded Channel increased its views by 78% when the series was aired.

-The Full View Rate of the episodes in YouTube was 260 Index.

-During 6 weeks of the show, the audience increased week after week.

-Show hosts embraced the movement and turned into extra endorsers for free.

-VW is part of your life leveraged from organic stories to create Real Content that naturally engaged with Mexicans.