Volkswagen China: Deep Fake Selfie

Auto manufacturer VW China used an AI-based social media campaign to drive brand engagement, test drives and sales of its Touareg SUV among 30 to 45-year-olds, despite the model's limited availability in dealerships.

Campaign details

Brand: TouaregBrand owner: Volkswagen (China)Agency: PHD ChinaMarket: ChinaIndustries: SUVs, 4x4sMedia channels: Mobile & apps, Online display, Online video, Social media, Virtual & augmented reality, Websites, microsites, Word of mouth, influencersBudget: Up to 500k

Executive summary

How do you refresh a legacy brand in the minds of younger Chinese consumers, in a difficult sales market?

This campaign addressed a common marketing challenge with an unusual, media-first solution.

VW China had one of the first international automotive brands in China, but younger Chinese adults considered VW and...

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