Volkswagen: For The Many, Not The Few

Auto brand Volkswagen took a two-tiered approach to build awareness of its new EV model in Europe and drive reappraisal of a questioned technology.

Campaign details

Brand: VolkswagenBrand owner: Volkswagen GroupAgencies: PHD Global Business, DDB (Berlin & London)Market: Europe (general region)Industries: Online display, Online video, Outdoor, out-of-home, Public relations, Social media, Television, Websites & microsites, Word of mouth, influencersMedia channels: Eco, hybrid, electric carsBudget: Over 20 million

Executive summary

Democratisation started with Volkswagen's name, which translates to 'the people's car'. The Beetle brought an affordable high-quality model to the masses, followed by the Golf's affordable technology, and now auto maker Volkswagen hopes to bring e-mobility to the many, not the privileged...

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