The Volkswagen Middle East “Reflections Enroute” which commenced during Ramadan and will conclude this week in April, aimed at promoting introspection and mindfulness, has recorded impressive results.
Aligning with the spiritual values of the holy month, the campaign highlights and encourages introspection during Ramadan commutes. The series of twelve 50-second episodes invites viewers on a contemplative journey of self-discovery focusing on humanity, authenticity, and overcoming challenges.
The campaign, which brings Volkswagen's values of Humanity, Authenticity, Emotion, and Accessibility to the forefront, achieved a phenomenal 64% view rate on YouTube by March end, exceeding the industry benchmark by an impressive 84%. Instagram view rates reached 22%, surpassing the benchmark by 60%, highlighting the transformative impact of content that strikes a chord with viewers and tackles themes relevant to their values.
Scripted by renowned life coach Shazia Hussain, the videos feature familiar voices in the region, including para-athlete, content creator, and Volkswagen brand ambassador Zainab Al-Eqabi. These videos prompt viewers to reflect on their values and life aspirations.
