Volkswagen: Big The Up

Right back at you.

Published on Mar 07, 2012

Editor's Pick

Volkswagen UK is encouraging people to 'big the up' - in other words, pay a compliment to its new compact car, the up! - in a campaign by DDB UK. And they get something in return - their face on a poster, with a compliment right back.

Anyone who writes something flattering about the up! via the Volkswagen UK Facebook page will, in return, get a personalized compliment back on one of 18 nationwide digital outdoor poster sites. Their photo will appear, along with a unique message. (For example, one person wrote 'The VW up! won the 'What Car? Car of the year 2012' award. (They're a little like the Oscars but with more mechanics and less frocks.)' VW responded with 'Louise is probably the nicest person on a huge billboard'.) The campaign will run until 16th March; Box Light Media is responsible for the Facebook app with media handled by MediaCom, JCDecaux and Ocean Outdoor.

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Mar 07, 2012
DDB London
Project Manager:
Hege Ulbrich
Creative Director:
Simon Richings
Creative Director:
Victoria Buchanan
Jaime McLennan
Art Director:
Jim Stump
Creative Planner:
Nathan Freegard
Media Planner:
Emma Franklin

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