Brand: Up Peper
Lead Agency: PML - Positive Mobile Latam
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.
As the campaign was developed for the in-app environment, the great opportunity for the launch was to connect the brand with its target audience - young people, who are digital natives, hyper-connected and adventurous, with the possibility to differentiate by gender and show creative pieces for each of them. It was geared to men and women over 18, who were app users and agreed to have a date in the Palermo district.