A staggered launch will include digital, PR, experiential and retail activities to advertise Volkswagen’s lifestyle cars: California, Caravelle, Combi Transporter and Caddy Maxi Life. The campaign message focuses on the concept of “escape” and highlights how Volkswagen Style Life vehicles allow you to get off the ground quickly. A microsite, www. vwescape. co. uk, will showcase the diversity of vehicles and information on offer at upcoming events and promotions. There will also be a permanent presence on the social networks Facebook and Twitter. Volkswagen is teaming up with TV presenter Amanda Lamb, best known for A Place in the Sun, for a PR campaign, while the experiential activity will involve bringing vans with the campaign’s iconic design style to three major events in all over the UK. Iris established logo partnerships between Volkswagen and the sports and recreation logos Snow+Rock and Cycle Surgery. She has also teamed up with several logo ambassadors, including snowboarder Bryony Shaw and wakeboarder Matt Crowhurst. Ambassadors will receive a Volkswagen Style Life van and a video camera for one year to film their experiences. Photos will be placed on the microsite to give the audience an idea of the benefits of the vans. Mark Hopkins, head of marketing communications at Volkswagen Commercial Vehicles, said: “The Escape campaign actively engages consumers to show them how our lifestyle cars can make their adventures less difficult and more effective and allow them to get out on the road. road whenever they want. Volkswagen, called iris, will take over its incorporated activities for its commercial vehicles branch in February following a competitive call.
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