Transformed a mistake into a movement (360 campaign)
Context
In 2019, Volkswagen introduced touch-sensitive buttons, known as haptic controls, in the Volkswagen Golf’s steering wheel, pissing off a lot of people. So much so they've decided to change their cars back to analog buttons.
Brief
VW wants to communicate the fact that they've changed all their cars back and announce the launch of the new Golf.
Challenge
How do we make our message sound fun and not apologetic?
Idea
To announce the launch of analog control in the new Golf, VW launches a 360 campaign that turns people's frustration into a viral movement. Introducing: #damntouchcontrol
We generate conversation by filling the streets with messages that resonate with people, highlighting the biggest frustrations caused by touch control.
We reinforce with a targetted digital campaign, warning people and creating a common feeling of hate towards touch control. Well-deserved, might I mention.
We finalize the movement by partnering with influencers to encourage people to share their own stories.
And when the level of frustration has reached its peak and there's thousands of people hating on touch control, we introduce the solution to their problems.
We launch a series of reassuring messages OOH and online letting people know buttons are back. Because we care.
In our stores, we build a whole arcade game from scratch where people can learn about the new Golf by pressing as many good old buttons as they want.
And that's how you turn a mistake into a movement. Unapologetically.
Isn't it time we talked already?
Or are you playing hard to get?
My partners in crime for this campaign were art directors Itziar Conde and Laura Fornas. Check them out, they're really talented.
