We were tasked with raising awareness that Volkswagen is an innovative brand and always offers consumers the latest technologies. So instead of releasing a conventional website, we decided to launch a microsite inside YouTube. All sections are hosted by famous Brazilian actor Laízaro Ramos and they're divided in four parts - each one highlighting a feature introduced by a Volkswagen car. This was the perfect way to present innovations: an innovative channel and format on YouTube.

Published
August 2012
Topics

The Story

We were tasked with raising awareness that Volkswagen is an innovative brand and always offers consumers the latest technologies. So instead of releasing a conventional website, we decided to launch a microsite inside YouTube. All sections are hosted by famous Brazilian actor Laízaro Ramos and they're divided in four parts - each one highlighting a feature introduced by a Volkswagen car. This was the perfect way to present innovations: an innovative channel and format on YouTube.

The idea came alive because of Mimicry’s innovative format, without which the whole project wouldn’t have been feasible. All the innovations were presented with YouTube interactions in Volkswagen's Brand Channel, so YouTube everything possible. Google and Almap worked very hard to have perfect everything and to present innovations in an innovative way. Google and Almap worked very hard to have everything done perfectly and to present to the consumer innovations in an innovative way.

The Technology

The Results

In just one month, Volkswagen Innovation Channel had more visitors than Peugeot, Toyota, Hyundai and Nissan in that period on their Brazilian websites. From the start of the campaign, the number of fans on the Volkswagen Facebook page increased by 1448%, making it the car manufacturer with the highest number of fans in the country. Showing Volkswagen’s technologies had stirred the public’s imagination, enabled the brand to successfully transmit its innovation objectives to consumers. To communicate innovation, an innovative campaign!

100

total hours of missed sleep

32

team members working on this project

1.980

total hours spent on this project

Launch Date Nov. 13, 2011