The Challenge
The entire automotive industry is undertaking a huge transition into EV. This increased the need for a brand campaign that increased brand consideration, so that people continue to buy Volkswagen as they move into electric vehicles.
The Solution
The YourWagen campaign was an ambitious campaign that involved uncovering the biggest Volkswagen fans in the UK and telling their stories in a single campaign. Achieving this involved a nationwide search for the biggest fans, a nationwide shoot across multiple locations. Some of our deepest strongest stories came to life on Youtube and our website, these were: HanzalahsWagen: Hanzalah started playing with his Dads 1990 VW Sirocco aged 10, he still repairs, owns and drives it today LukesWagen: Luke fell in love with VWs watching Herbie: The Love Bug in 1969, he now owns the real car from the movie ErumsWagen: Erum's parents owned a VW Campervan that he still proudly drives today. It was returned to their family after being stolen, and he feels close to his late parents when driving the car today. The campaign achieved our desired outcome of cementing Volkswagen as the UKs no.1 car brand. Our leadership in market share increased compared to our competitors, Brand Consideration reached the highest levels since 2015, and Brand Likeability reached the highest levels since 2015.