Campaign details
Brand: Volkswagen Group Import Company LimitedAgency: PHD MediaRegion: APAC
Strategy
Objective
Volkswagen (VW) enjoys high awareness in China, owing to the fact it was the first international auto brand to crack the Chinese market. Since the late 1970s VW China has continually expanded its business with local partnerships, distribution, and manufacturing. The entire VW Group portfolio is the largest car supplier in the most populous country in the world but, while the brand's long presence provides some benefits, there is an issue that the brand is perceived as 'not for me' within the...