With Volkswagen Through the Festive Season

For Christmas, BCN and Bunte have put together a special communication package for the customer Volkswagen within a very short time. Bunte readers and Bunte.de users were animated to submit creative contributions and were richly rewarded for it.


Example of customized communication solutions
The Volkswagen campaign is the perfect example of individual, customized communication solutions. BCN and Bunte have worked in close cooperation with the customer from the first idea through to the final evaluation and were responsible for the conception, creation and communication with the consumer. This campaign case demonstrates that Burda can implement a high-quality cross-media campaign in perfect execution and within a very short span of time.
Large-scale cross-channel campaign
BCN and Bunte worked out a special ad format for Volkswagen with an interactive part in order to generate awareness for the new sound special product models of the car manufacturer. The multi-channel implementation was realized together with Bunte.de: in the magazine, online with ad, native and video formats as well as via social media and newsletter.
The Volkswagen campaign was structured into three parts:
  1. Driving Home for Christmas
    In the pre-XMAS issue of Bunte print magazine (51/2016), within the context of a double-sided advertorial, the readers had been asked to submit a video on Bunte.de and the video should show them perform the song “Driving Home for Christmas”. The best video won a VW Beetle Sound worth Euro 27,000. Bunte and Volkswagen also offered readers an XMAS playlist, which they were able to stream for free on Napster for two weeks. The campaign was promoted online via a home page event and native teasers on Bunte.de, via Facebook and Instagram posts as well as integrations into the Bunte subscriber newsletters.  

  2. Under the XMAS tree
    In the second part of the campaign Bunte and Volkswagen embarked on a search after the most beautiful XMAS tree. The readers who submitted the ten most beautiful and creative photographs won an iPhone 7. The matching tree decorations were provided by a four-page backing card from which the readers could detach Soundwaves in the form of Christmas tree decorations. Apart from a print double page in issue 52/16, the sweepstake had also been promoted via Bunte.de, the social media channels as well as in the newsletters.
  3. Review
    At the end of the campaign the iPhone winners had been announced in a double-page advertorial of issue 2/2017 and via Bunte‘s Facebook site.
Media awareness and positive response
The XMAS campaign enjoyed huge media attention and received a lot of positive response from Bunte readers and users. More than 590,000 video plays within the campaign runtime and more than 2 million persons reached via Facebook make it clear that the content was of great relevance for the users. This is also proven by the high number of participants: almost 2500 participants sent very elaborate videos and photos produced with much dedication, all eager to win the car or one of the ten iPhones.

This creative video won the first prize: a VW Beetle. Dieses kreative Video erzielte den Hauptgewinn: ein VW Beetle.