Campaign details
Brand: Up PeperLead Agency: PML - Positive Mobile LatamRegion: LATAM
Strategy
Objective
Volkswagen created the "Reactions" campaign to introduce the new Up Pepper model. With the claim of "With the same power of reaction as you", a campaign was exclusively designed for the happn dating app. The main idea behind the campaign was to show how disastrous a first date may be and the participants' urge to run away from that situation. Volkswagen gave happn users the chance to register and be rescued from a frustrated date.
Target Audience
As the campaign was...