Next, we celebrated her idea by dedicating a film to her, featuring the girl’s parents test-driving the Hover Car. Volkswagen applied magnetic levitation technology to her idea, turning it into a concept car. The Hover Car, a winning idea from a girl in Chengdu, inspired Volkswagen to reimagine the future of cars. We also researched alternative video sites which could more comprehensively cover our target audience. Source: t+d/Millward Brown 07/2011įor this we found that popular KOLs would be most effective in spreading the message, so we leveraged Le Jia, on microblogs (as he was in the video.) The target, trending younger (Wang Jia is in her 20s), was active on certain social networks as well as BBS forums. **Based on representative online survey among Chinese car owners and purchase intenders n=1696. And the People’s Car Project introduced a new design process for the automotive industry, where products are created by the people, for the people. The Hover Car set the benchmark for future automotive designs. The film received 18 million views online, increasing website registrations by 21,000 and idea submissions to a grand total of 141,000.īy giving people like Wang Jia a chance to voice their creativity, Volkswagen is now perceived as innovative by 70% of the people.*** Volkswagen became #1 in online presence amongst all car brands* and the #1 most talked about car brand on Chinese social media.** The story caught the attention of the local and international press, including the New York Times, Forbes, The Huffington Post, and ChinaDaily. We looked into which channels resonated best with innovation and creativity, and would most effectively spread the video and Wang Jia’s (our selected creator) story, in China. Our goal was to restore Volkswagen’s leadership image in the minds of Chinese drivers and potential customers and reclaim its rightful place as the most talked about, admired, and innovative car brand in China. Being increasingly seen more as ‘sensible and rational’, far away from its former position as a leader, innovator and socially aspirational vehicle.Ĭompetitors were fast gaining share and with price, improved quality and the widest vehicle choice available in the world. Simply put, after ‘putting China on wheels’ and truly being the People’s car for decades, the Volkswagen brand was suffering. ![]() As a result, they pioneered a new design process for the automotive industry, where products are inspired by the people, for the people. ![]() Volkswagen continued to innovate by inspiring more breakthrough concepts, including the Sphere Car, the Music Car, the Intelligent Key, and the COGO app. With 18 million views worldwide, the Hover Car film inspired audiences everywhere to discussed and analyzed the technology of the concept. The story spread to the local and international press, including ChinaDaily, New York Times, the Huffington Post, Forbes, and talk show host Jay Leno. The film was revealed to Wang Jia at a private movie premiere, where her friends, family, and a flash mob joined in celebration. ![]() Volkswagen celebrated the girl’s idea by surprising her with a dedicated film, featuring her parents behind the wheels. Wang Jia or user Dark520, a girl from Chengdu, submitted an idea for a hover car on the People’s Car Project website, Volkswagen took her winning idea and applied magnetic levitation technology, turning it into a working concept car. In 2011, Volkswagen launched the People’s Car Project, a platform to inspire the Chinese people to create new ideas for cars.
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