This week, DDB is launching an international marketing campaign for Volkswagen, which will initially be rolled out across Europe with other markets to follow. The campaign will run across TV, online and print, and will be completed in March. It is the result of a collaboration between DDB agencies in Berlin, Hamburg, Barcelona and London.
The campaign aims to strengthen people’s trust in the Volkswagen brand. At any point, people are at the center of the communication. “For this project we collaborated with DDB agencies all over the world to gather regional insights and local perspectives,” says Myles Lord, Executive Creative Director at DDB Berlin. “A Volkswagen is a loyal companion on four wheels. But it’s the people who turn a Volkswagen into an experience. This is why we decided to put people at the centre of this campaign,” he adds.
A TVC aired in 60, 45, 35 and 30 second versions will kick off the campaign. The spot shows emotional moments in the life of a family that correlate with milestones of Volkswagen’s product history. In the first scene, a boy is shown in the back seat of a Volkswagen Beetle. During the spot, the boy ages and turns into a man. As he arrives at the milestones in his life, he finds himself time and time again – sitting in a Volkswagen of each following generation. The film emphasises that a Volkswagen is more than just a car. A Volkswagen is a lifelong companion that enables modern mobility in a reliable way. The TV campaign is extended with print ads and billboards. They show emotional everyday situations in the context of the mobility topic.
A microsite extends this brand campaign into the digital world. Furthermore, the website serves as an interface for a social media campaign that poses the question: What does your Volkswagen mean to you? Through Facebook and Twitter the target groups are approached directly: posts and videos will be shared via the Volkswagen channels and are accompanied by events and user generated content.
Following the launch of the campaign in the UK this week, the campaign will be rolled out in Spain, Portugal, Austria, Switzerland and Germany in February. In March, it will be extended to other markets in Europe and worldwide.