Volkswagen
Emma & Jo’s Story
Role: Self-Shooting Director
Waves of Change:
How Emma & Jo Embrace Sustainability
Emma and Jo’s journey with Volkswagen isn’t just about automotive vehicles - it's about lifestyle, shared experiences, and personal transformations enabled by the brand. The story unfolds through their shared passion for open-water swimming, illustrating how Volkswagen’s electric vehicles facilitate and enhance their environmentally conscious lifestyle. This narrative aligns perfectly with Volkswagen’s commitment to sustainability and innovation, showcasing the ID.4 not merely as a product but as a companion in the consumers' daily lives.
The authenticity of Emma and Jo’s story is crucial. Real people, real friendships, and genuine experiences create a narrative that viewers can relate to, trust, and feel a part of. This authenticity is key in branded content, where the goal is to forge an emotional connection between the audience and the brand. By presenting their story, Volkswagen doesn’t just advertise a car; it advocates for a lifestyle and a set of values, making the brand integral to stories of personal significance.
A Tool for Deeper Storytelling:
Micro-documentaries offer a format that can delve deeper than typical commercials, allowing for more detailed storytelling that engages viewers with its narrative complexity. For Volkswagen, this means not only showing the features of the ID.4 but also demonstrating how these features practically support and enhance the lives of real users like Emma and Jo. This approach not only informs but also entertains and inspires, thereby increasing viewer engagement and brand loyalty.
Impact and Reach:
The strategic use of this micro-documentary and the ‘YourWagen’ series enhances Volkswagen’s brand image by associating it with themes like friendship, resilience, and ecological responsibility. It transforms viewers into engaged community members who see Volkswagen as a brand that supports their values. Furthermore, the shareable nature of micro-documentaries ensures that these stories reach a broader audience, spreading their impact beyond initial viewers to touch a wider community, reinforcing the brand’s message across multiple channels.
Stills
Conclusion:
Emma and Jo’s story is a prime example of how well-executed branded content and micro-documentaries can significantly impact brand perception and audience engagement. By focusing on authentic, relatable, and value-driven narratives, Volkswagen effectively uses this medium to strengthen its market position and connect with consumers on a deeper, more emotional level. This case study not only highlights the effectiveness of such content in enhancing brand reputation but also underscores the potential of thoughtful storytelling in driving meaningful change.
Credits
Client: Volkswagen UK
Agency: Adam & Eve DDB
Producer: Holly Pienaar
Socials Creative: Molly Johnstone
Directed, Filmed & Edited by Chris Turner
Sound: Luke Harris