Je Prefere Papa

Objective

Volkswagen sought to engage families through an emotional narrative about father-son relationships, positioning the brand as a partner in family bonding. The campaign aimed to strengthen brand affinity with parents by creating interactive entertainment that associated Volkswagen products with family quality time, promoting VW's Lifestyle merchandise range.

Solution

An interactive mini-site (jepreferepapa.com), built by Agence V, featuring animated stories about a father-son adventure combined with three playable games — Jumpy Car, Flying Teddy and Too Schuss — in which the father tries to win his child's favor by playing with him using Volkswagen-branded toys. The platform integrated Volkswagen merchandise and virtual rewards as incentives to encourage continued engagement across multiple game sessions. The site ran for a limited window, live through February 28.

Results

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