Volkswagen uses fail video to tout safety features

The new VW Polo is packed with intuitive safety technology, but it wasn’t a key driver for the brand’s younger audience. Challenged to make it relevant for this audience, DDB Sydney focused on why young buyers should care about it, and how that tech can have a meaningful impact in their lives.

As part of the “More Polo. Less Drama” campaign for VW, the DDB team found a way to tap into “fail videos,” a popular social media genre, by creating a series of “Unfail videos” that were infiltrated into social media feeds. Each “Unfail video” had an unexpected plot twist that showcased how the Polo could help people out of everyday dramas and remove the drama from their drive. Dozens of international publications and millions of views later, the first “Unfail video,” featuring a heart-stopping scenario starring a runaway tire, was revealed as a cheeky ad—retargeting the same audience, but with more information.

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