The Phaeton, Volkswagen's most luxurious and premium car, is built within an extraordinary facility in Dresden, Germany, called the Transparent Factory. This website experience provides insight into what makes the Phaeton special, and how the car's production reflects the unique history and craftsmanship of Dresden and the region. The challenge was to create an identity for a luxurious car within China for a brand known for being economical. The insight was that the same craftsmanship that went into the historic art and culture within Dresden was present in the modern-day car manufacturing
The Building Blocks
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VideoYouTube
The Votes
The Details
- Agency
- Brand
- Volkswagen Phaeton
- Targeted Regions
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- Asia
- Marketing Objective
- Launch Date
- Sept. 15, 2012
The Team
- Ogilvy Bejing www.ogilvy.com
- Doug Schiff, Executive Creative Director
- Darren Crawforth, Creative Director
- Mike Chu, Creative Director
- Leo Liu, Creative Director
- Xiao Ku, Copywriter
- Cheng Geng, Art Director
- Li Zhi, Art Director
- Volkswagen Phaeton
The Results
138,543 page views in first 3 weeks. (It's still early days for the site/campaign.) Just was first online piece to win Best of Show Art Direction in China 4As. Actually most couldn't believe it wasn't an adaptation of foreign work. So it's setting a new standard for online/site in China. Absolutely successful in carving out an entirely new identity for Phaeton, especially considering it's a VW. Will be FWA SOTD on October 25th.
