Volkswagen (VW) has focused its latest campaign ‘YourWagen’ on customers with emotional, playful, and entertaining storytelling. The campaign highlights unique stories about the lives of Volkswagen owners. Each customer has their personal YourWagen because no two relationships with their Volkswagen are the same.
Susanne Franz, VW brand’s chief marketing officer, says Volkswagen has always built the best cars to suit any situation in life. “The YourWagen communications initiative focuses on collaborative storytelling, thus setting it apart from other campaigns. We’ve involved our customers and fans from the very start and worked with them to create something that we feel is truly unique and collaborative.”
Imelda Labbe, member of the Volkswagen Brand Board of Management responsible for Sales, Marketing, and After Sales, says without Volks, there is no Wagen. “That is the essence of the concept behind the YourWagen campaign. Our customers are of central importance for our brand, that is why we are placing them at the very heart of the new campaign.”
Sarah Cox-Thornley, head of marketing at Volkswagen UK, said the new brand platform is special. “It’s something that other brands simply couldn’t do and taps into the breadth and depth of our fanbase. Hearing some of the stories about customers and their cars has been a really wholesome experience and demonstrates how Volkswagen has always been, and will always be, an inclusive brand – that’s why it is the people’s car.”
The German carmaker said Volkswagen has established itself with innovative advertising and legendary slogans such as ‘Think small’, ‘It runs and runs…’ or ‘Das Auto’.
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