Volkswagen is unveiling the North America version of its electric ID.Buzz van at an event attended by hundreds of owners of historic VW vehicles today in Huntington Beach, California.
VW has been teasing the world premiere of the three-row ID. Buzz during the past week ahead of the world premiere, which is set to be live-streamed starting at 9:30 a.m. PDT.
The automaker also is kicking off a paid social media effort created by Johannes Leonardo that plays up the vehicle’s unique two-tone color.
As an iconic nod to VW’s past and a statement on its vision for an EV future, the intent of the campaign is to elevate the moment beyond just the vehicle and make it a bigger VW brand moment, according to the automaker.
It’s not just another car reveal, but the rebirth of one of the most iconic cars in American history, says Andrew Savvas, chief sales and marketing officer, Volkswagen North America.
“This is an icon reimagined for the future,” Savvas tells the media at a press conference prior to the reveal, calling the vehicle a “brand halo.”
“I think it will set us apart,” he adds. “It's a car that’s in its own unique segment. There is no car like it. And that's an exciting opportunity... it can definitely establish us as a leader, especially in electric.”
Savvas says there is currently no direct competitor. He says the vehicle is not a minivan, although it does have three rows of seating, a sliding door and other attributes of the current minivan segment, which includes the Chrysler Pacifica, Toyota Sienna and Mazda MPV.
A two-row version of the ID. Buzz was introduced last year in Europe.
The campaign for the three-row North American version of the vehicle was teased out to the public on May 29 with a digital OOH that shows just two tone colors (without the vehicle) to create intrigue.
Today, in conjunction with the reveal in Huntington Beach, the OOH-focused campaign will replace the teaser placeholder and include additional print placements.
The creative work will take over key bus routes (playing off the contextual relevance of the original “Bus”) and many other placements across Los Angeles and New York. This work announces that the VW bus is back, and celebrates the optimism, color and happiness that the vehicle brings into the world.
"Our goal was to make the campaign as simple and iconic as the original bus,” says Jonathan Santana, executive creative director of Johannes Leonardo.