Tribal Worldwide Beijing and Volkswagen Group China show drivers the power behind the smile

VW1.jpgTribal Worldwide Beijing has launched a digital campaign that illustrates how the high performance of VW's TSI engine can be measured in smiles.

With 3 million views within five days of its release, a series of three humourous viral videos - Acceleration, Hill Climbing Ability and Fuel Efficiency feature down-to-earth stories, showing how VW's high performance TSI engines will bring a smile to drivers.

Oliver Wolter Volkswagen Group China Branding explains, "Engine performance can be measured in smiles. Because TSI technology produces more torque from the same sized engine, allowing for improved acceleration and more uphill pulling power with a more efficient use of fuel. So next time a Volkswagen driver gives you a cheerful smile, you'll know why."

VW2.jpgThe digital campaign is supported by a series of social media and PR activities, including the "Look for your life torque" topic circulating Sina Weibo, which encourages individuals to share what inspires and motivates them .

Key opinion leaders and leading trade media are adding to the conversation by sharing insights on the TSI Engine and what the entire re-labeling project will bring to the automobile industry.

The campaign aims to build up a friendly social environment for Volkswagen Group China's relabeling project. This year the displacement-based or engine type-based rear badge of selected Volkswagen brand passenger cars and light commercial vehicles that are equipped with TSI or TDI engine, will be progressively changed to "torque-based" badges.

Credits -
Managing director: Neil Holt
Creative director: Tim Paradise
Copywriter: Wei Wei
Art director: Xie Su
Group account director: Herbert Law
Senior account director: Eva Zou
Account manager: Linna Dong, Phoebe Wu, Mio Wang
Planning director: Tim Schlick
Production house: Shanghai Job
Director: Angle Gracia
Producer: Colin Lai

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