VW stirs a honking presence for Olympics

Shanghai - Automotive company FAW VW has rolled out a new campaign leveraging on the Olympic Torch Relay aimed at marketing its brand to the 100 million bloggers in China.

The theme of the campaign developed by Tribal DDB Shanghai is called "own the road, digitally" aimed at engaging the online community in China to support the Olympics using VW as their vehicle.

Challenged with a limited budget, Tribal used the idea of "Honk for China" to stir a viral effect among the blogging community in China in line with the Olympic spirit.

A banner ad featuring Sina's blogpage will include a banner of a live update on the highest ranked bloggers based on the Hongking counter.

Dirk Eschenbacher, ECD for Tribal DDB said bloggers are China's most powerful online community if you can win them to support your cause, then your campaign can engage the audience on a much more realistic, truthful and relevant level.