Quality “made in Germany” for Federal Republic’s anniversary
Brand fans encouraged to actively participate
Wolfsburg, 19 December 2008 - We’ve seen a lot together and we’ve great plans for the future. This is Volkswagen’s claim for a double jubilee next year: the 60th anniversary of the Federal Republic of Germany and the handing over of the Volkswagen factory by the British Military Government. “The Beetle, Bulli or the new Golf – Volkswagen stands for the democratization of mobility. No other brand has set its stamp on the history of the country in this way,” Jochen Sengpiehl, Head of Marketing at Volkswagen, commented.
The brand campaign in Germany gets underway on December 20 with TV spots, followed a little later by print ads which will function as an umbrella for product and brand themes throughout 2009. An emotional look back links key national events such as the Wirtschaftswunder or German reunification with highlights from Volkswagen’s product history. The spotlight not only shines on Volkswagen’s classic models, but also on present and future models such as the "New Small Family", because Volkswagen also symbolizes the future capability of Germany as an industrial location.
"We are setting the standard in the development of affordable, environmentally friendly vehicles and technologies. Our young model range gives our customers the right choice of models at the right time. The success of our company is based on a strong brand and the Volkswagen values which also symbolize Germany’s strengths: valuable, innovative, responsible," Sengpiehl added.
One special feature of the campaign is that all customers and fans are being asked to tell their own personal Volkswagen story. This story can take the form of texts, photos or video clips sent to www.volkswagen-60-jahre.de, a website specially set up for the campaign. Volkswagen is also contacting its brand friends through Internet communities such as "YouTube" or "MySpace", thus breaking new and innovative ground in online marketing. "We want to contact people via an online community platform and to thank the brand’s customers and fans for making "60 years of value" possible" Ralf Maltzen, Head CRM and Internet Marketing at Volkswagen, explained.
The communication agency DDB Berlin is responsible for the creative side of the campaign, cooperating with Tribal DDB Hamburg for online activities.
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