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Using the ‘Force’ to Create Buzz for the VW ID. Buzz

In the competitive landscape of electric vehicles, Volkswagen embarked on a groundbreaking challenge: to launch their new ID. Buzz vehicle amidst intense market noise. 

Partnering with Disney and Star Wars, PHD UK devised a social strategy that blended automotive innovation with iconic cultural elements. The campaign, launched on 19th May, strategically connected Volkswagen with Disney and Star Wars, leveraging characters like Obi-Wan Kenobi, Ewan McGregor, C3PO, and R2D2 alongside the ID. Buzz. 

This approach smoothly integrated the vehicle into the contextual environments of these beloved franchises, capturing untapped audiences' attention. By immersing Volkswagen in highly relevant, native creative contexts, the campaign elevated EV consideration, reclaiming Volkswagen's top position and surpassing competitors Ford and Toyota. 

The strategic move not only drove awareness but also reasserted Volkswagen's brand supremacy during the campaign, marking a significant achievement in the realm of paid social media strategies.

Judges Comments

“A great example of a multi-platform social campaign, leveraging different platforms for their respective strengths. Linking partner data from Disney/Star Wars was a particularly nice touch.”

Deep Dive / Q&A

Hello Partner: Congratulations on your second award of the evening! How does it feel to win in this category?
Hannah Ely, PHD:
It's wonderful. One is great, two is even better. We're both working in paid social so it's great to see we're making the best use of it.

HP: What's your biggest tip for paid social?
Mohammed Almusawa, PHD:
I would definitely say try to always explore different paid social platforms across the landscape. There are quite a lot out there. You can always show creativity. There are lots of opportunities nowadays.

The Global Performance Marketing Awards 2023 was held in association with ad4mat

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