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Volkswagen

Volkswagen Commercial Vehicles to focus on brand promise in new campaign

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By Ishbel Macleod, PR and social media consultant

May 22, 2013 | 2 min read

Volkswagen Commercial Vehicles is today set to launch a partnership-focused brand promise, with a campaign created by adam&eveDDB.

The promise is designed to reflect its customer-centric marketing strategy, and promoting its USP of a dedicated van centre network which can provide specialist advice and services for buying, owning and running a commercial vehicle.

The multi-channel 360 degree activity will be unveiled on Friday and is due to run across OOH, print, radio, point-of-sale, DM and social media.

The initial launch activity gives examples of business partnerships in action through real life examples featuring customers telling their story alongside the Transporter model as the ‘hero’ vehicle.

James Murphy, founder and CEO at adam&eveDDB, said: "No other commercial vehicles business offers their customers the market leading products and partnership that Volkswagen Commercial Vehicles does. Britain's businesses need this kind of partnership. The campaign has this at its heart."

The launch campaign will be followed by other executions, which will look to promote the level of customer service support.

Mark Hopkins, head of marketing for Volkswagen Commercial Vehicles, said: “This campaign is the first stage of communicating to customers and prospects alike that only Volkswagen Commercial Vehicles can provide long term value and business partnership, because only Volkswagen Commercial Vehicles has the strength of brand and product offering, coupled with our unique dedicated network of commercial vehicle specialists. We believe our brand and product range is the best in the market by some margin, but we also need to ensure people feel the same about the unrivalled service we provide.”

The campaign will run throughout summer.

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