Volkswagen: How we made cities to fall in love with winter
So, briefly, from client we got winter footage with Tiguan, to have deal with it. We found the insight that only 8% of Russians really love winter, other ones hate it. To deliver Tiguan Winter Edition options, we picked 10 main Russian cities and created 11 copies made from same material. Why 11? Because in Moscow it's hard to predict weather: it could be cold one day and warm, nasty and wet other.
We used local peculiarities: memes, local jokes, languages and even narrators are locals from these cities.
Please, have a look to the case, it's subtitled:
11 copies:
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Effie Silver for Local marketing
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Effie Gold for Seasonal marketing
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Special thanks to Vadim Sesyunin who was VW CD in DDB that time,
and Anastasia Kim, a strategic director who lead the project,
my creative art-couple Polina Krasnova
and the actress Tatiana Bondarenko (you can hear her voice in the case).
