New Volkswagen Campaign Focuses On Consumer Content
Volkswagen of America is getting social and political -- which might be redundant -- with a new ad campaign, "Why VW," whose central asset is a new social media platform, and whose advertising is supported by a big media buy around election programming.
A new social platform, WhyVW.com is meant to give owners and fans of the VW brand a place to go to tout the brand and its vehicles. “Year after year, we receive countless stories from VW owners that sum up the unique passion people have for the brand, but we haven’t had a great way to curate or share them until now,” said Kevin Mayer, VP Marketing, Volkswagen of America, Inc., in a statement. A new TV ad “Smiles,” that drives consumers to the new site, just shows people of all ages laughing.
The automaker, based in Herndon, VA is running the ada against political programming in advance of Nov. 5, with the idea that Americans might need a break from the vitriol
we are sure to be steeped in as the weeks slouch toward election day.
The company says the new site, whose content is bifurcated into "Values" and "Stories," has traditional stuff like brand content and info about products and technologies, cheek by jowl with consumer content in the form of personal stories about VW cars.