Volkswagen: Drive Bigger Summer Event by Johannes Leonardo

Client: Volkswagen
Date: Jul 2019
Your Vote
Overall Rating
Opps, please vote again
1 votes

Volkswagen of America is kicking off its ‘Drive Bigger Summer Event’ by helping teachers and kids in classrooms with a donation of $1m and a campaign to match.

The carmaker’s collaboration with, an online charity dedicated to supporting teachers with funding for classroom projects and basic supplies, gives VW customers, dealers and employees a chance to help teachers prepare for the new school year.

Volkswagen’s $1m donation includes both a corporate donation to to directly fund selected classroom projects, as well as funding for donation cards pre-loaded with funds from Volkswagen. Those cards are available for dealers to give to customers during the summer event. Customers who receive a donation card will be able to visit the website and select a classroom project that Volkswagen will support. Volkswagen is also inviting employees to participate in the giving program by offering to match employee contributions from $25 to $2,500.

To support the partnership, a fully integrated national and regional ‘Drive Bigger Summer Event’ campaign kicks off and includes TV and radio spots, digital, social and point-of-sale assets in both English and Spanish language versions. The spot ‘Drop Off’ shows parents dropping off their kids at school while stating that a car company should be more than a ride to school, it should help out those schools. It ends with the tag, “drive something bigger than yourself”.

Overall Rating
Overall Rating
Overall Rating

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.