Volkswagen ID. Anthem Song

Launching Volkswagen’s new all-electric
sub-brand through the power of music.

The Challenge
Volkswagen is the number one car brand in China, but wanted to release its new fleet of electric vehicles through its youthful “ID.” sub-brand. So how do we introduce a totally unknown NEV brand to youngsters in China that are completely demotivated by COVID-19?

The Solution
To overcome the hurdles of 2020, ID. proved it’s still the car of the people by positioning itself with a bold gamechanger attitude: “If you want to achieve something, it starts with me.”

Together with various KOLs, we created a movement around taking life into your own hands and expressing your true identity. This movement climaxed with the “It Starts With Me” anthem song by Tai Yi produced exclusively for Volkswagen that became the red thread throughout the communication.

The Result
With over 127 million media impressions and almost 10 million views, our anthem became the voice of our movement and went viral on TikTok thanks to countless fan covers and memes.

+127 Million
Media impression
on Social Media and our ID. Platform

+9 Million views
of the music video on all platforms combined.
Last revision: October 2021