大众汽车 大众自造项目

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

Result

  • 14.6 million unique visitors
  • 400,000 registered members
  • 269,000 posted ideas
  • 278,000 mobile app downloads
  • 60% project awareness among Chinese Netizens