| Objective: |
Support VW 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 – VW will incorporate these ideas into the development of a show car. |
| Realization: |
- 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 counselling 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
|
| Result: |
- 10 mil.+ unique visitors
- 260 000 + registered members
- 90 000 + posted ideas
- 278 000 + mobile app downloads
- 56% project awareness among Chinese Netizens*
*among Chinese automotive-affinitive Netizens |
