How to turn car fans into car influencers
The Volkswagen R community is fanatical about cars. They know more about the product that a product film could ever advertise. So the challenge was clear: How can we create an interesting product campaign for a target group that knows more than we do? So we turned our product film into a masterclass - to give something back to the community and raise their skills in car content creation with their loved Volkswagen R to the next level.
W&V
"R&Create" ist aus mehreren Gründen eine clevere gut durchdachte Aktion und ein hervorragendes Beispiel für modernes Marketing, das auf Engagement, Community-Building und die Nutzung von Social Media setzt.
SOPHIA CALATE
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In addition, “R & Create” offers a wide range of other content on social media.
In addition to camera settings for product images, there are exclusive tips and tricks
from carfluencer and Tik Tok star Sophiacalate (@sophiacalate) in reels
produced especially for the platform.
Masterclass for YOUTUBE
Masterclass for Paid Social Media
With "R & Create", Volkswagen offers its fans the opportunity to combine their passion for the Golf R with their talent for social media content. The campaign addresses the community where it is active - on YouTube, TikTok, Instagram and Facebook. It is supported by advertisements and advertorials in leading car magazines as well as out-of-home measures.
How to transfer the campaign idea into OOH
My Role ········ Creative Director
Creative Director Partner ········· Maximilian Müller
Copywriter ········· Gustaf Haffling
CEO ········ Björn Bremer
CCO ········· Irene Kugelmann
Account ········· Christoph Hameister, Audrey Mieser
Strategy ········· Simon Preß
Agency Producer ········· Jens Mecking, Valerie Opitz
Director ········· Alberto Blanco
DOP ········· Mickey Zeller
Photographer ········· Manuel Nagel
Client: Volkswagen R