Volkswagen launches new Aftersales campaign focused on ‘Unexpected Value’ via DDB Sydney

Volkswagen Group Australia and DDB Sydney have launched a new online Aftersales campaign focusing on the ‘Unexpected Value’ that comes with owning a Volkswagen.

The video-led campaign tackles the perception that Volkswagen ownership can be expensive by taking an alternative and satirical look at what people believe to be true, versus the actual added value available to owners of a Volkswagen.

VIEW THE CAMPAIGN SITE

Says Dylan Harrison, executive creative director, DDB Group Sydney: “The idea for this campaign was in the problem. Without knowing the facts, people believe Volkswagens are expensive to run and maintain. We wondered what else are people prepared to believe and wanted to deliver it with the trademark Volkswagen understated humour.”

The online campaign is being supported by targeted banner placements as well as support material being rolled out across the dealership network.

Says David Brown, parts sales and marketing manager, Volkswagen Group Australia: “From an Aftersales perspective, our research showed that many people in the market for a new car were not aware of the value and benefits associated with the purchase of a new Volkswagen. We just needed to let them know about the value.

“We are confident this campaign will help change people’s perceptions around the high costs associated with owning a Volkswagen. DDB helped us translate this objective into an impactful online campaign.”

The campaign will run until the end of March.

Agency: DDB Sydney

Sebastien Bureau – Product Manager Parts