With the U.S. national soccer team absent from this year’s world championships, Volkswagen of America wants to help American soccer fans find a new, temporary home for their passion.
Working in collaboration with creative agency Deutsch, Volkswagen unveiled its “Jump on the Wagen” marketing campaign today during the opening rounds of the global soccer tournament. The campaign will feature fans from several countries making the pitch for Americans to root for their teams when the tournament begins June 14.
Deutsch produced six spots – two 30-second spots and four 15-second spots featuring Belgium, Brazil, Iceland and Germany – that will air on FOX and FOX Sports. Volkswagen will serve as the presenting sponsor for the FOX Sports post-game show and FOX Sports will also join in the fun with its own ad featuring hosts Alexi Lalas and Rob Stone picking up fans from different national teams in a Volkswagen Atlas, allowing the soccer enthusiasm to bloom even further. The campaign will additionally feature digital extensions through social channels encouraging fans to adopt a team, as well as Snapchat filters for countries still playing in the last two weeks of the tournament.
In each spot, fans from countries including Germany, Brazil, Iceland and Sweden offer arguments for backing their national teams, along with a few humorous examples of their accomplishments – such as a Tiguan packed full of trophies for the Brazilian fan.
“The big tournament’s broadcast will be watched by more viewers than ever,” said Jim Zabel, Senior Vice President of Marketing, Volkswagen of America. “Given the unique situation for U.S. fans in this year’s tournament, our “Jump on the Wagen” campaign encourages Americans to root for one of the 32 teams in the tournament that may be tied to their lineage, includes one of their favorite players, or has an interesting backstory. Overall, it is meant to appeal to the Volkswagen fan’s affinity for soccer, delivered with our brand’s signature wink and smile.”
Additionally, Volkswagen worked with Hispanic agency Creative on Demand (COD) to release the Spanish language campaign “Subete a la Pasion." The campaign features fans from several Hispanic nationalities inviting other fans to “get on board” and celebrate their shared passion for futbol. Volkswagen will serve as presenting sponsor of “Viva el Mundial y Más” on Telemundo, where the two COD produced 30-second spots and three 15-second spots will air during coverage. Telemundo also “got on board,” creating a fun vignette with Telemundo talent - Colombian actress, Ximena Duque, and Telemundo co-host, Karim Mendiburu.”
The spots will also feature the People First Warranty, available on model year 2018 and newer Volkswagen vehicles excluding e-Golf which provides coverage for six years or 72,000-miles (whichever occurs first), and can be transferred to subsequent vehicle owners throughout the remainder of its duration.