The Challenge

VW had left consumers lost as to where they fit into the VW brand.

With a massive global vehicle scene, an endless line of confusingly named models and advertising that lacked any true customer focus, VW had left consumers lost. They had no clear idea regarding how they fit into the VW brand.

Our Solution

FIND YOUR PERFECT MATCH

Research showed that almost 70% of all vehicles were purchased by female buyers, so we redirected all communication towards them.

We launched the “MATCHMAKER” campaign with a broadcast spot featuring a female salesperson and a female client, both discussing what it meant to find the “perfect match”. Our fully integrated campaign included in-store signage, OOH, online and a game that allowed users to find their “perfect match” after answering a variety of seemingly strange questions.