Volkswagen: Drive Bigger Summer Event by Johannes Leonardo

Client: Volkswagen
Date: Jul 2019
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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 DonorsChoose.org, 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 DonorsChoose.org to directly fund selected classroom projects, as well as funding for DonorsChoose.org 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”.

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