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VW Commercial Vehicles mark strategy shift with brand promise campaign

by on May 22, 2013 in Lead story, Media, Nuggets

Volkswagen Commercial Vehicles today launches a new partnership-focused brand promise designed to reflect its customer-centric marketing strategy.

Marking a first within the light commercial vehicle market, the new brand promise is designed to position Volkswagen Commercial Vehicles as a business partner that supports its customers’ needs.

The new positioning focuses on the brand’s key USP; that it is the only light commercial vehicle brand with a dedicated van centre network that’s able to provide specialist advice and services for buying, owning and running a commercial vehicle.

The launch creative will be followed by further executions highlighting key proof points relating to the level of customer service support on offer. The initial launch activity gives examples of business partnerships in action through real life examples featuring customers telling their story alongside the iconic Transporter model as the ‘hero’ vehicle.

Launching on 24th May 2013, the multi-channel 360 degree activity was created by adam&eveDDB and is due to run across OOH, print, radio, point-of-sale, DM and social media.

Mark Hopkins, head of marketing, Volkswagen Commercial Vehicles says: “This campaign is the first stage of communicating to customers and prospects alike that only Volkswagen Commercial Vehicles can provide long term value and business partnership, because only Volkswagen Commercial Vehicles has the strength of brand and product offering, coupled with our unique dedicated network of commercial vehicle specialists. We believe our brand and product range is the best in the market by some margin, but we also need to ensure people feel the same about the unrivalled service we provide.”

James Murphy, founder, CEO, adam&eveDDB adds: “No other commercial vehicles business offers their customers the market leading products and partnership that Volkswagen Commercial Vehicles does. Britain’s businesses need this kind of partnership. The campaign has this at its heart.”

The campaign was created by adam&eveDDB and will run throughout the summer.

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