Volkswagen Launches Heartfelt “YourWagen” Campaign
Volkswagen, in collaboration with the renowned ad agency adam&eveDDB, has unveiled a new brand platform, “YourWagen,” to celebrate the enduring relationship between the Volkswagen brand and its drivers. The name “YourWagen” is derived from Volkswagen’s meaning, “people’s car,” and the campaign highlights the love and emotional connection that people have with their Volkswagen vehicles. Set to be adopted globally, “YourWagen” aims to reach diverse audiences starting in the summer of 2024.
Showcasing Real Stories
The “YourWagen” campaign launches with a TV spot that showcases the depth and intensity of Volkswagen fandom through real-life stories from Volkswagen owners. The campaign emphasizes that “Without the Volks, there is no Wagen,” underscoring the importance of the people who make the brand special.
The centerpiece of the campaign is a 60-second hero spot that illustrates how Volkswagen cars play a central role in the lives of many. This narrative is brought to life through a combination of family archive snapshots, home movies, and specially-shot footage, all set to the 1970s hit “Thank You for Being a Friend” by Andrew Gold.
Diverse Volkswagen Experiences
The campaign features a diverse range of Volkswagen owners and the various ways they use their cars. These include the ‘MumsWagen,’ ‘NansWagen,’ ‘SnoozeWagen,’ ‘WalkiesWagen,’ and ‘HolidayWagen.’ The ad showcases Volkswagen cars in key life moments such as weddings and family events, featuring the ‘StagWagen,’ ‘WeddingWagen,’ and ‘TripleTroubleWagen.’ The film concludes with the message “YourWagen. Without the Volks, there is no Wagen.”
Authenticity and Collaboration
The campaign uniquely features real Volkswagen drivers who were recruited from across the UK via Six Minutes, a recruitment agency. This collaboration between Volkswagen and its fans ensured that drivers were involved from the early stages of creative development. In addition to the TV spot, Volkswagen shares deeper stories of their fans’ relationships with their cars through social media and digital platforms in partnership with Tribal.
Campaign Reach and Execution
Running across TV, VOD, social media, and Volkswagen’s owned channels until June 30, the campaign will have a second burst later in the year. The UK TV ad, directed by Finn McGough and produced by Dark Energy Films, premiered on May 4. Media placement was managed by PHD, and Tribal developed the online experience and organic social creative.
Conclusion
Volkswagen’s “YourWagen” campaign beautifully captures the heart-warming and enduring relationships between drivers and their Volkswagen vehicles. By showcasing real stories and celebrating the diverse ways people use their cars, Volkswagen reaffirms its status as the “people’s car.” This innovative and heartfelt campaign is set to resonate with audiences globally, reinforcing the emotional connection that has made Volkswagen an iconic brand.
This professional campaign titled ‘YourWagen’ was published in the United Kingdom in May 2024. It was created for the brand Volkswagen by the ad agency adam&eveDDB. This film and integrated media campaign is related to the automotive industry and features one media asset.
