Overall

VW Nordic experienced that the strong connection with the earlier generations such as Boomers and Gen X didn’t apply to Millenials, as they’d rather opt for cheaper, Asian brands such as Suzuki and Honda. They wanted to change that.

Assignment

An activation strategy targeted Millenials, increasing brand preference. Making VW a cool and attractive brand again. Ensure campaign relevance to all VW sales outlets in Denmark.

Insight

The target group was mostly all 1-time buyers, many living in the largest cities. They didn’t have the same purchasing power as the elder, and not the same spacial needs. Additionally a tendency of escaping the city for the country side was starting to occur amongst millennials, preferring a staycation rather than going abroad.

Solution

A strategy built on the concept of VW “City Escapers”, making VW the means to freedom and experiences  – as it for many have always been. Using VW festival sponsorships as amplification peak, creating a strategic activation plan before and after the peak.  Engaging with ambassadors who lived the way of life defining city escapism, having them drive the online conversation. During summer, taking departure in the iconic VW van, building VW oasis for festival attendants, located at lakes and beaches near the festivals. Using the smaller VW fleet (UP, Polo, etc.) as transportation to underline the transportation “means to freedom”. During the activation gathering all guests’ and ambassadors’ tip to their perfect “City Escape” destination.
Finally, collecting and organizing all content about the locations in a small publication, both online and in print, to offer a relevant sales tool for the car dealers to use, when serving Millenials.