Volkswagen – Social Content

Baggrund

Together with Volkswagen we identified a gap between the perceived value versus the real value of their cars. In other words, the target group didn’t really feel that the price of the "product" is equal to the purchase of the car.

Therefore, we saw the need for creating a piece of content that would enable Volkswagen to engage with the target group on a more emotional level than merely functional benefits – and herby elevating brand image

To do so we decided to bring back “Volks” in “Volkswagen” – because in the end it’s a car’s ability to connect us as people, families and generations, that makes a car more valuable than the money we pay for it.

Løsning

Our insight study pointed to the fact, that what truly connects families and generations is shared memories. The strategic point of departure was the story about, how family members are connected through shared memories and history – with Volkswagen being the catalyst. The typical ad would be where the concept of family is single-minded and positive – but our insights study showed another way. We found out that family is not always based on pure brightness – it’s also one of the most fundamental reasons for human problems, with 43% naming their parents as the cause of big life disappointments.

Our creative solution is a single 6-minute hero movie where we chose a creative direction with focus on the more fragile, but more relatable aspects of family relationships – the father/ son conflict, where each of us strives to be a better version of ourselves for next generation, based on our memories and experiences. Just like Volkswagen aims to constantly improve and be even better than the previous generation – connecting Volkswagen and our concept and strategy.