With the hero squad campaign Volkswagen wants to thank the neros of the Coronavirus crisis and wants to inspire others to contribute to the common good. In difficult times, C3 strikes the right note with impressive video content – to the delight of football fans.
Content for heroes: C3 Creative Code and Content, in collaboration with VIRTUE, developed a multi-channel campaign for Volkswagen. The idea: Instead of a European Championship squad, national coach Jogi Löw put together a hero squad made up of people who have made a contribution during the Coronavirus pandemic. A dedicated landing page allowed citizens to nominate their personal hero for the squad: anyone who made sacrifices to put the common good first in the midst of a public health crisis. The launch of the campaign was marked by an emotional video in which Jogi Löw, the German national football team coach, called for nominations. DFB national players such as Leroy Sané and Joshua Kimmich and DFB officials such as Oliver Bierhoff as well as celebrities like Günther Jauch and Peter Maffay also supported the campaign with video messages. All content pieces were distributed via the social media channels of Volkswagen (we drive football) and the German Football Association.