Volkswagen Group Australia and DDB Sydney have launched a new online aftersales campaign focusing on the ‘Unexpected Value’ that comes with owning a Volkswagen. The video-led campaign tackles the perception that Volkswagen ownership can be expensive by taking an alternative and satirical look at what people believe to be true, versus the actual added value available to owners of a Volkswagen.
DDB Group Sydney executive creative director Dylan Harrison said: "The idea for this campaign was in the problem. Without knowing the facts, people believe Volkswagens are expensive to run and maintain. We wondered what else are people prepared to believe and wanted to deliver it with the trademark Volkswagen understated humour."
David Brown, parts sales and marketing manager of Volkswagen Group Australia, said of the campaign: "From an Aftersales perspective, our research showed that many people in the market for a new car were not aware of the value and benefits associated with the purchase of a new Volkswagen. We just needed to let them know about the value.
"We are confident this campaign will help change people’s perceptions around the high costs associated with owning a Volkswagen. DDB helped us translate this objective into an impactful online campaign."
The online campaign is being supported by targeted banner placements as well as support material being rolled out across the dealership network.
Credits
Agency: DDB Sydney
Executive Creative Director: Dylan Harrison
Creative Group Heads: Steve Hall/Dan Seager
Art Director/Copy Writer: Richard Grey/Jeff Galbraith
Designer: Domenic Bartolo
Head of Broadcast Production: Brenden Johnson
TV Producer: Gabriella Singh
Art Buyer: Leesa Murray
Managing Partner: Nicole Taylor
Account Director: Stuart Baillie
Account Manager: Harry Mountier
Planner: Russ Mitchinson
DoP: Kurt McCann
Editor: Matt Eastwood
Media Agency: MediaCom
Volkswagen Group Australia Parts Sales & Marketing Manager: David Brown
Volkswagen Group Australia Product Manager Parts: Sebastien Bureau
