We created a social film, featuring one of Volkswagens social followers sharing the memory of his father’s Volkswagen Beetle and ending with a special twist. Prior to filming we discussed in detail the car in question, and unbeknownst to our subject, we recreated an exact replica of that car. To be revealed to him at the end of our film.

We created a 2-minute film and a 1-minute cutdown, the film launched in October 2016 and ran on Youtube and Facebook.

On Facebook, our film reached nearly 3 million people and achieved more than 700k views. The film also galvanized our community into sharing their memories and across the campaign we have received more than 2000 proactive submissions, which have been utilised during our follow-up publishing activity. On YouTube, our 1 minute version was viewed 240,000 times with the average view duration of 54s (90%), illustrating the efficacy of the film in being able to capture and sustain attention.