Volkswagen – xStarters

How to attract young people to Germany’s most traditional car brand?

The Challenge

Latin is on almost every curriculum, but the subject “sustainable future” has yet to be invented?


xStarters: A platform for creative idealists with big ideas.

The future starts now

Digitization and sustainability are not just buzzwords, they are among the central themes of our time and are crucial for the future of an entire generation. Young people want to become active and get involved. We want to use this potential: With xStarters, VW has created a platform that promotes digital skills and sustainable ideas. With online challenges and interactive workshops in schools, the spin-off of the VW Group represents a catalyst for a sustainable and digital future.

“xStarters is a good way to give today’s young people a voice to shape their future.”

(Chong Lee, Head of Urban Solutions (Volkswagen AG)
A brand hitting the zeitgeist

For RCKT, the mission was clear: to create an authentic brand that speaks the language of the target group and is targeted exactly where young people are – on social networks and online on smartphones. xStarters is a sub-brand that enables Volkswagen to assume social responsibility and promote the potential of young people. RCKT designed and accompanied the entire process, from strategy and program launch to positioning and content execution. Currently a new Challenge is online – stay tuned!

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