Volkswagen cars have long been known to be a well-engineered vehicle, but, over time, 'The People's Car' lost it's meaning. The people of Hong Kong had no emotional connection with the brand.

The aim of the 'Engineered by Germans, loved by Everyone' campaign was to reignite the love and bring back out the emotion that lays dormant in Hong Kong consumers by showing people's true emotion.

Love can be expressed in many ways and this fully integrated campaign, not showed people professing their love for the brand in their own unique way, via TV, print and outdoor, but it also gave people a chance to express their love online, on the street and even on their mobile phones.