Brand Experience and Activation > Use of Promo & Activation

QUICAR – THE VOLKS-CAMPAIGN

kempertrautmann, Hamburg / VOLKSWAGEN / 2012

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Overview

Credits

OVERVIEW

ClientBriefOrObjective

Quicar is a new car-sharing service that was launched in the city of Hannover in Germany. In short: Volkswagen shared 200 cars with the entire city.

It was our goal to make people inspire each other about how and when to use car-sharing instead of public transportation, taxi services or their own car.

Further, we needed to educate people about how the product works and why it's relevant.

Effectiveness

The launch of the new service Quicar became a staggering success and Volkswagen has revealed plans to roll out their car-sharing in more cities in Germany and throughout Europe. The never-before-seen use of social media in connection with digital outdoor media created a great platform for Quicar. Sign-ups for the car sharing service during the campaign were 3 to 4 times higher than projected.

Implementation

We shared the thoughts, questions and experiences that people had with Quicar. We made the people in Hannover heroes of our campaign. We shared their thoughts, questions and experiences with Hannover. The whole city could see them simultaneously on hundreds of screens. Everyone could join the conversation at any time - in real-time. The digital outdoor media spoke with the voice of the people, to the people - instead of a brand talking to them.

Relevancy

Quicar is all about sharing. And people love to share, too. They love to share what they do and experience. So we used the principle of 'sharing' and turned the entire city into a big real time campaign: The Volks-Campaign.

Using Facebook as one of the main platforms we were able to connect with the right demographic and also build a brand relationship that can last beyond the campaign.

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