VW x Wu Jing
'Do your own stunts’

Viral film and activation campaign for Volkswagen Touareg

‘Do your own stunts’ is a social media led activation campaign to drive sales and test drives for the Volkswagen Touareg in China. It stars Wu Jing, China’s number 1 action hero. He is an actor, writer, director, producer and he is famous for doing his own stunts.

In our online film, Wu Jing teaches an unassuming everyday Volkswagen Touareg test driver to do his own stunts too. The film activates fans to create their own videos with Wu Jing through the popular Vlog app VUE. The results went viral on Douyin, the TikTok of China and were used as a recruitment tool for a nation wide test drive event where drivers could do their own stunts, this time for real.

Case Study Film

The Viral

Wu Jing is known for big action movies - tanks, planes, boats, helicopters - the bigger the explosions, the better. So we needed to have a little bit of that bang, of course. But what Wu Jing is less known for is his dry sense of humor.

So we intentionally put Wu Jing on the passenger seat and let the driver seat free for the people on social media.

Print

Results

When the total China auto market declined by 7% and C-SUV segment declined by 8% in 2019, VW Touareg went against the tide and outperformed the whole market by a landslide.

During the two-month campaign period (Nov.&Dec.2019), sales of VW Touareg increased by 160% compared to the same period in 2018 contributing to an overall nearly 50% annual sales growth in 2019.

’Do your own stunts’ delivered the highest sales figures in the history of the Volkswagen Touareg in China, to date.