Volkswagen looks to create 'the people's' car

VOLKSWAGEN   PROXIMITY   CAMPAIGN

Beijing - Volkswagen has launched a unique year-long campaign to give Chinese consumers the opportunity to submit ideas of what they want from a new car model.

Called "The People's Car Project", the project invites the public to log onto to a specially created site to submit ideas for the Volkswagen model of the future. The site allows people to create, personalise, design and share their ideas with others.

Paul Hu, head of Volkswagen brand marketing China, said The People's Car Project redefines what it means to be Volkswagen.

"We’re facilitating a new dialogue through an interactive cross-media platform," he said.

"Engaging people with content to inspire, tools to create and personalise, and environments where they can discuss design, share innovative ideas, and connect with each other to create collective visions for what a car should be; created by the people, for the people.”

Supporting its launch, the campaign will utilise TV, print, events and OOH to ensure it gets maximum coverage. An online series will also be introduced to generate buzz and an application which uses augmented reality and location based technology.

Devin Beringer, strategy director at Proximity China, which worked on the campaign, said The People’s Car Project combines all the new and the traditional tools of marketing with the core principles of relationship marketing.

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