If their contribution shows to their friends how creative they are, that’s a win for them and for us. The payoff for consumers is vanity, not a cash prize. Give us an idea and win an iPad-I see this all the time. What inspired the campaign and in turn, its participants? The Volkswagen campaign has a stronger call to action that requires creativity. We see a lot of social media campaigns that do free giveaways if the follower refers the post to friends. Jay Leno, the famous American talk-show host and car enthusiast called us to ask if he could buy that car. After we displayed the first outcome of the project, an online video of a flying car that made its rounds in Chengdu, the project went viral-not only in China but everywhere else in the world. Once they realized that this was not a marketing stunt, they came back for more. We built a universe of content, and at one point or another, consumers jumped on the wagon to give us their ideas. We told the people, “A car could be anything,” and found hundreds of ways to express it to them, always fresh and always innovative. Goodstein was the first China firm to win a Gold award at the Cannes International Advertising Festival in 2013 for the Peoples’ Car Project, an interactive campaign for Volkswagen that solicited “dream car” designs from the public. Thirty million people submitted over 260,000 car ideas. How was the campaign promoted and at what point did it go viral? The Chinese people desire bespoke content that creates context in their lives, not just bling. I often had the feeling then what is expensive and new sells. We made BMW the most desired luxury car brand by the time I left the company in 2010. I started as Creative Director for Interone, a BBDO company, and my main client was BMW. In the most general sense, how has the consumer landscape in China changed since eight years ago, when you first arrived? Read on to see his thoughts on what works and what doesn’t with Chinese consumers, where marketing in China is headed in the coming years, and why he thought the Volkswagen campaign was so successful. Recently, Jing Daily interviewed Warga about his experience working in the creative sphere of China’s rapidly evolving advertising world. ![]() The flying car that appeared in a simulated video in Chengdu was a part of Goodstein’s innovative and Cannes Lions-winning 2012 Volkswagen campaign, which called on Chinese fans to design the most imaginative cars they could dream of-and then developed three winning ideas into concept cars to be displayed at the Beijing Motor Show. Speaking at the upcoming China Connect conference, which starts this Thursday in Paris, Beijing-based Warga has been working on the cutting edge of viral advertising in China through the creative agency he founded in 2010. China’s car market competition may be heating up, but Goodstein Creative Director Georg Warga has certainly found one way to rise above the advertising clamor-release a viral video of Chengdu residents trying out a flying “hover car.”
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