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The new Polo Launch Campaign – Dance on Mars


DDB Voltage

My role
Executive Creative Director Digital

Project description
For the launch of Volkswagen’s new Polo, we created with the “Mars Ballet” a digital-first campaign. Together with our strategic partners at Google, we developed a script designed for maximum user attention that allows the creation of unskippable shorter edits for paid media. The main USP of the new Polo is the amount of tech built-in which is unusual for a car of this size. The campaign claim develops to underline this USP is: “Who says you can’t.” To transport this message we created the story of a little girl who wants to become an astronaut and a ballerina. Through match cuts, we show that her dream came true when she performed as an adult astronaut a ballet dance on the red soil of Mars. Who said you can not become an Astronaut Ballerina. The thump-stopping power of these powerful and zeitgeisty images of an astronaut dancing on mars guaranteed not only unskippable paid media assets, but the film also has one of the highest click-rate amongst all recent Volkswagen social assets.
In only two weeks and without any media spending the video got an organic reach of over 700.000 views.