New Passat: #Who Pa Who

New Passat, an automotive brand, launched a campaign in China to increase the brand exposure and buzz, engage consumers to start conversations, and boost sales.

Campaign details

Brand: Volkswagen Brand owner: Volkswagen Group Entrant company: BBDO ChinaIdea creation: BBDO Shanghai Market: Greater China Sector: Mid-size, large family cars Media channels: Mobile & apps, Online video, Word of mouth, Influencers, KOLs, Social media, Outdoor, Out-of-home Budget: 10 - 20 million

Executive summary

Being the benchmark of B-class car in China, despite the high awareness, Passat is facing the challenge that less people are talking about it due to its aging and corporate-oriented image. It’s also suffering from the rapid rise...

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