Volkswagen The People’s Car Project

The first car created by the people for the people

TASK

Support Volkswagen Group China with the strategic planning, realization and marketing of the People’s Car Project – a large scale open innovation and branding initiative in China. Chinese internet users will be invited to share and discuss their visions for future mobility – Volkswagen will incorporate these ideas into the development of a show car.

The People's Car Project

OUR APPROACH

  • Development of the interaction concept and social media strategy
  • Preparation of the networking strategy with offline measures as well as the most important Chinese social networks
  • Control and counseling of the agencies involved in the project
  • Development of the key performance indicator (KPI) sets and continual tracking
  • Transfer of the generated insights within the Volkswagen group and development of the internationalization strategy
PCP Website

RESULTS

  • 14.6 million unique visitors
  • 400,000 registered members
  • 269,000 posted ideas
  • 278,000 mobile app downloads
  • 60% project awareness among Chinese Netizens
https://www.youtube.com/watch?v=Um8njAl7XJE