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Volkswagen gets closer to customers with YouTube and search campaign

Volkswagen Commercial Vehicles is launching the latest instalment of Working with you - its customer-centric brand promise.

Created by adam&eveDDB, the multi-channel execution kicks off on 12th February with YouTube, search and online activity.

Television and social will break on 16th February. The creative focuses on Volkswagen Commercial Vehicles’ partnership-led positioning, highlighting the brand’s dedication to both its customers and their businesses.

Targeting an ABC1 male (25-54 years old) audience, the campaign features Bill, a middle-age family man and business owner who runs a small fleet of Volkswagen vans.

Themed around the question: who looks after the person who looks after everyone else?, the execution sees Bill’s passion and dedication for his business, staff and customers, paralleled by members of the Volkswagen Commercial Vehicles team, mirroring the brand’s commitment to its customers.

First launched in 2013, Working with you initially used real life customers in the campaign, paying particular attention to the levels of customer support on offer. This was followed by a second wave of activity last year, which focussed on media partnerships. These included sponsored idents with Channel 4 and a business mentoring campaign in association with the Times, which featured YO! Sushi founder and former Dragon’s Den investor, Simon Woodroffe OBE.

Kirsten Stagg, Head of Marketing at Volkswagen Commercial Vehicles, said: ‘The Working with you campaign is now in its third year and this latest phase is designed to build on its tremendous success to date. As well as increasing brand awareness, conveying our partnership positioning is a key objective and this new creative reflects that.

‘The idea is based on insight that our customers are looking for a long term relationship with us, beyond initial vehicle purchase. We are dedicated to supporting their business ambitions and this campaign brings that to life in an emotional way.’

Jonathan Hill, Managing Partner at adamandeveDDB, adds: ‘In this ad we dramatise the key differentiator for Volkswagen Commercial Vehicles - the relationships its Van Centres have with their customers. Through the life of Bill, the MD of an SME, we see how the man who does everything to make his business a success gets the support he really needs from his Volkswagen Van Centre.’

The latest campaign was supported by leading media agency, MediaCom.


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