Advertiser: Volkswagen Group
Agency: Grabarz & Partner Hamburg
In the wake of Dieselgate, the show had to go on
A year after dieselgate, people were upset. Because in Germany, Vokswagen is not just a car maker. It's a backbone of the economy and history. This was almost like a betrayal by a close family member. As a result, trust and likeability were at far lower levels compared to the year before according to the YouGov BrandIndex.
But an image campaign was out of the question. Our task was to drive sales for one of the most important volume models in the portfolio: the Tiguan. But due to the current situation, we knew we could only stimulate sales by bringing the brand back into people's hearts first. Thus we needed a new approach to tactical communication.
Objective 1 (communication): boost the brand