Using the ‘Force’ to Create Buzz for the VW ID. Buzz
PHD UK won the Best Paid Social Campaign award for exceptional social planning in creating buzz for the Volkswagen ID. Buzz vehicle launch through a partnership with Disney, using the ‘force’ of Star Wars, and Obi-Wan Kenobi.
PHD's core social strategy centred around tapping into highly contextual environments for both Volkswagen and Star Wars, and creating a seamless connection between ID. Buzz and the upcoming Obi-Wan series. By featuring actor Ewan McGregor, and beloved Star Wars characters C3PO and RDD2, alongside the ID. Buzz, the campaign created engaging assets that felt like they belonged in their contextual environments.
The campaign helped Volkswagen increase its EV consideration and put the brand back in the top spot – beating key competitors Ford and Toyota. Volkswagen’s brand index also moved back to number one during the campaign's run time. According to judges, the campaign's success was due to its native, relevant creatives and tapping into untapped audiences.
“A very well-thought-out and successful campaign with a smart execution and impressive results to show for it, pushing Volkswagen into the top spot!”
The Performance Marketing Awards 2023 was held in association with Blue Light Card