Campaign details

Agency: Proximity London

Volkswagen Commercial Vehicles (VW) launched the Crafter Chassis Cab so that a business could convert the vehicle to suit their line of work.

And they needed a campaign to showcase the flexibility on offer.

Strategy

When VW launched the Crafter Chassis Cab – a high-spec cab that can be converted every which way – they needed a body of work to show-off its potential.

And the Cab offered a huge opportunity to go after key areas of the market, which previously could not be tapped.

VW knew the majority of previous Crafter models had been modified to some degree but only 50% were converted officially and registered with their new conversion type.

They needed to communicate to the audience that the new Cab had been designed from the ground up specifically to be converted to their exact needs – all by expert Volkswagen engineers.