Don't make up and Drive .

1. Presented by-
Ruchi Shukla

2. Volkswagen Group and its subsidiaries, is a
German multinational automotive manufacturing
company headquartered in Wolfsburg, Lower
Saxony, Germany
CEO - Martin Winterkorn
Founder – German labour front
Founded – May 28, 1937, Germany

3. Don’t MAKE UP and DRIVE
A makeup tutorial that puts a human face on
hazardous driving.

4. Launch Date
April 5, 2012

5. Situation Analysis
• This is a danger that Volkswagen wanted to bring to
light.
• Based on this insight, They wanted to educate
women drivers on the unknown hazards of applying
makeup while driving.

6. The whole experience is extremely jarring and
shocking.
They simulated this sensation in a video.
With the intention of opening our audience's eyes
to a very plausible reality.

8. The objective was to reach as many women around
the world as possible.
Objective

9. Strategy
In order to capture their attention.
They placed the message exactly where they’d visit to learn
about makeup.
Haul channels, the latest viral trend among women.

10. They worked with Nikkie, a famous haul-girl with over
170,000 subscribers and 25 million views, to broadcast our
message.
They uploaded the video solely to Nikkie’s YouTube channel
and it has since proliferated to other major social networks.
These haul videos consist of ordinary girls who buy cosmetic
and then show off their “haul” in a video via a makeup
tutorial.

11. Results
Without seeding a single cent of media spend .
The video accumulated over 1.2 millions views .
8400 likes , thousands of retweets.
Massive amount of blog coverage with in two weeks of going
live .

12. A multitude of comments demonstrate that the video has
transcended the level .
That the average “surprising” viral amounts
Truly sparked a conversation about whether life is worth
risking – even for the most beautiful makeup.