2015

The Challenge
Given the strength of Japanese brands in 2014, Volkswagen volumes declined – 7% vs YAG. The challenge was to grow volumes by addressing the Consideration to Purchase gap. We need to put value back in to the brand by dialing up brand value triggers in a captivating way.

Insight, Strategy and the Idea
Despite having a substantially higher household income than the average consumer (80% higher), the premium mass audience are careful shoppers, always looking at VALUE. Hence, QUALITY is an important factor of the value equation. We also found that the touchpoints with the biggest impact are experiential in nature. This is because quality is measured when a driver gets behind the wheel. Therefore, we aimed to use a driving experience as our content by putting people into the cockpit of a Volkswagen.

Media Execution
Our campaign was Uber x Volkswagen Charity Drive. We got 53 celebrities to take the road as Uber fleet drivers for a day, then shares their experiences from being behind the wheel of a Volkswagen. We incited interest with teasers on Facebook, Instagram and YouTube videos featuring A-list celebrities like JinnyBoy. To evoke an emotional pull, we centered the experience on a charitable cause. All fares earned by celebrities would be matched by Volkswagen and Uber, donated to a charity of their choice. At the end of each ride, passengers were offered a test drive to experience the Volkswagen themselves at their closest Volkswagen dealership.

Results and Effectiveness
At the media cost less than RM10000, we generated RM924800 from Social media postings: Instagram Uploads:189 Instagram Likes: 121,802 Facebook Picture Uploads: 96 Facebook Picture Likes: 120,366 Tweets: 320 Brand uniqueness increased +12pts, brand sympathy increased +4pts, brand commitment +7pts. This led to Volkswagen experiencing first positive sales growth (79%) after declining 6 months. Sales have been a steadily growing an average+21.5% in Q1 2015.

The Challenge
XPAX had to create appeal for its limited edition world cup KAX collectibles but this was not a world cup branded collectible nor a famous collectible such as :Hello Kitty.

Insight, Strategy and the Idea
Following insights drove us:

1. World cup was much beyond live viewing- occasion brings whole lot of memories that last forever.
2. It is the time when one’s friend circle grows because of common topic of interest. 3. Youngster react when the celebrities start trending something

STRATEGY: We decided to give eight KAX distinct characters to represent the different personality types of FIFA lovers. And gave made each of KAX a best friend.

Media Execution
All 8 KAX collectibles – Jasper, Romeo, Harley, Joey, Peachy, Foxy, Dolly and Mia had distinctive personalities such as Jasper the cool dude, Romeo the lover, Joey the smiles etc. We set out to find the celebrities that share similar personality traits and paired them up with our KAX collectibles. So after our hunt through the celeb profiles, Precision Dinzly became Romeo’s crime partner, Elfira chose Mia and Najwa Latif chose peachy as her BFF. The rest of the celebrities included Kamal Adli, Neyldia Senrose, Oh, Dafi, Elizabeth Tan who got their KAX mates. As they got paired up they became inseparable as these high- profile celebrities took them wherever they went. They showed their 500,000 followers on Instagram and Facebook how they spend time with their new favourite KAX-BFF. This fuelled the KAX-KRAZE across Malaysia in no time with a huge demand and talkability, that made KAX pack , a special worldcup edition, the champion feature of the worldcup.

Results and Effectiveness

• 7000000+ interactions on FB.
• 1000000+ KAX interactions on Instagram.
• KAX became Malaysia’s unofficial Mascot of the FIFA worldcup
• XPAX sales with 39.51% on revenue per subscriber post this campaign.
• Free publicity worth 2,300000+