Recently we, Red Urban Dallas, completed an amazing collaboration with our sister agency Red Urban Toronto. They work very closely with the Volkswagen brand in Canada and are responsible for very innovative and compelling campaigns.
The initiative started as they always do… with an idea. The idea of a crowdsourced VolksAd came from the very highly regarded Creative Director of Red Urban Toronto, Christina Yu.
Red Urban Toronto had completed serialized ads for the Volkswagen Golf GTI and wanted to extend the campaign from the two current TV spots to incorporate Facebook & YouTube.
Ad 1 – Drive Until: Courage (Chapter 1)
Ad 2 – Drive Until: Time (Chapter 2)
This is where I joined the project. Working closely with the Red Urban Toronto team, I was the strategic advisor for the execution across social channels.
When it came time to execute the VolksAd, the goal was to crowdsource all aspects of the upcoming commercial. From users commenting & voting on storylines, the script, model of the car, the cast, the music & the edit. The Red Urban Toronto team did a great job of executing the campaign.
By spacing the voting activities over multiple weeks, the team was able to maintain engagement and kept fans interested even to the point of livestreaming all 14 hours of the making of the making of!
By incorporating the names of the individuals who contributed during the campaign into the credits of the final edit, there was a sense of ownership for each individual for the finished product.
The results of the campaign were impressive. Active users jumped 140%, Fans of the Volkswagen Canada brand page jumped to 364,097, there were 119,647,537 total media impressions and over 2,070,936 Facebook impressions.
Here is the full case study video
Here is the finished edit including everyone who contributed to the final product
Here is the official press release
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