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The People's Car Project

 

The People's Car Project

Volkswagen has always built cars for the people. Their brand name in both German and Chinese literally means the 'People's Car'.
With increased competition and falling market share, they decided to change not only their advertising but also their products. Instead of building cars for the people, Volkswagen would start building cars with the people. We called it; 'The People's Car Project' - an online co-creation program that lets consumers re-invent how cars are ideated, designed and built.(www.proximityworld.com)

 

Tags: Industry: Automotive
Company: Volkswagen
Agency: Proximity
Country: China
Year: 2011
Type of content: Video case study
Language: English
Topics: Brand Marketing