Volkswagen x Living Minds

WE DRIVE FOOTBALL, WITH VOLKSWAGEN MALAYSIA

OVERVIEW

We connected Volkswagen Malaysia with Liga Suparimau, Malaysia’s biggest grassroots football league, to create an exciting joint campaign reaching football fans all across Malaysia.

THE GOAL

In line with their global campaign “We Drive Football”, Volkswagen Malaysia aimed to enter the Malaysian football ecosystem to empower their dealers nationwide.

THE SOLUTION

By working closely with Volkswagen dealers and Liga Suparimau academies nationwide, we delivered a comprehensive campaign that boosted Volkswagen’s brand visibility through multiple channels.

Digital content – The campaign served as a way for Volkswagen to build a strong social media presence through unique content, providing them a platform to showcase their vehicles to Malaysian football fans across the nation.

Volkswagen Test Drive – We hosted a Volkswagen test drive for parents of Liga Suparimau members during selected training weekends. Parents were given the opportunity to experience iconic Volkswagen automobiles while waiting for their kids to complete their training.

Goal of the Season award – We also created the ‘Goal of the Season’ award, where parents were encouraged to upload videos of their children scoring great goals onto the Liga Superimau website, where kids with the best clips were awarded prizes.

Volkswagen Malaysia was given exclusive rights to this award, allowing them to obtain valuable customer insights through the campaign.

THE RESULT

Volkswagen Malaysia were successful in entering the Malaysia football ecosystem via Liga Superimau’s academies spread across the nation, which attracted new audiences and potential sales for Volkswagen.