60 years

Brand Advertising Strategy

Turning a cultural asset into a commercial asset

How do you overcome a price premium in a credit-crunched, deal-orientated market?

Neutralise this short-term rational barrier with a long-term emotional benefit. We reminded drivers of the long and trusted bond between owners and the world’s greatest van brand with an emotional TVC. We connected with the audience on a deeper level and reinforced VW’s place in culture by evoking the era in which the brand became an icon.

Client

Specialisms involved

Turning a cultural asset into a commercial asset

How do you overcome a price premium in a credit-crunched, deal-orientated market?

Neutralise this short-term rational barrier with a long-term emotional benefit. We reminded drivers of the long and trusted bond between owners and the world’s greatest van brand with an emotional TVC. We connected with the audience on a deeper level and reinforced VW’s place in culture by evoking the era in which the brand became an icon.

1

1

VWCW has become No. 1 for brand attractiveness, and most considered van in the category

2

2

Volkswagen has moved from 4th to 2nd in the Commercial Vehicles category

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