The Volkswagen Polo is packed with safety technology. But safety tech doesn’t excite our younger audience. So we found a way into their social feeds by creating a fail video, with a twist: we removed the fail. We leaked it online with a cunning media strategy - and it went viral. Very viral.
Dozens of international publications and 38+ million views later, we revealed it was actually a cheeky ad - re-targeting the same audience with more information.