DDB Guoan launches videos to promote Volkswagen Variant

DDB Guoan has released three of five viral online videos to promote the Volkswagen Variant (大中汽车旅行轿车), the Passat station wagon, in China. Each weekend a new clip will be uploaded onto the newly launched Volkswagen video channel, “VW Vision”, on Chinese video-sharing platform Tudou.com.

So far, clips “Fish”, “New Man”, and “Hammer” can be viewed at http://vw.tudou.com/. “Fish”, which has been live for two weeks, has been viewed 1.5 million times already. “New Man” has already received 300,000 hits in its first week. “Hammer” was just launched on Saturday. The other two clips, “Packing” and “Campfire”, will be released in the coming two weeks.

The DDB Guoan team worked closely with Greg Bray, International Creative Director (who is based in Berlin), who directed all five videos. He is also the International Creative Director for DDB’s Volkswagen account globally.
“It’s wonderful that Volkswagen has given us the chance to explore so many interesting, humorous and challenging ideas to build awareness and knowledge for the Variant,” said Andy Hepburn, Group Creative Director of DDB Guoan.

“VW Vision”, created by Tribal DDB Beijing and DDB Guoan, is China’s first online video channel dedicated exclusively to an automobile brand. The Tudou.com channel is designed to engage netizens with the Volkswagen brand by encouraging user-friendly interaction and user-generated content. The site is host to a diverse variety of Volkwagen-related content, with videos on VW products, live broadcasts, games, user-generated original videos, and car maintenance and customization tips.

“We’ve managed to transform what would have been an ordinary brand website into an extraordinary web experience which people love to visit. The site is innovative, interesting and informative,” said David Lin, Executive Creative Director of DDB Guoan.

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