Revitalizing Brand Advertising Strategy for Volkswagen Commercial Vehicles
Technology Category
- Functional Applications - Enterprise Asset Management Systems (EAM)
Applicable Functions
- Sales & Marketing
Use Cases
- Asset Health Management (AHM)
- Asset Lifecycle Management
About The Customer
The customer in this case study is Volkswagen Commercial Vehicles (VWCW), a division of the Volkswagen Group. VWCW is responsible for the manufacture and sale of light commercial vehicles and passenger vans. The brand has a rich history and is considered an icon in the automotive industry. However, in a credit-crunched, deal-oriented market, VWCW was struggling to overcome a price premium. The brand needed a strategy that could connect with potential customers on a deeper level and reinforce its place in culture.
The Challenge
Volkswagen Commercial Vehicles (VWCW) was facing a significant challenge in a credit-crunched, deal-oriented market. The brand was struggling to overcome a price premium, which was acting as a short-term rational barrier for potential customers. The challenge was to neutralize this barrier and remind drivers of the long and trusted bond between owners and the world’s greatest van brand. The situation required a strategy that could connect with the audience on a deeper level and reinforce VW’s place in culture by evoking the era in which the brand became an icon.
The Solution
The solution was to turn a cultural asset into a commercial asset. An emotional TVC was created to remind drivers of the long and trusted bond between owners and the world’s greatest van brand. The TVC was designed to connect with the audience on a deeper level and reinforce VW’s place in culture by evoking the era in which the brand became an icon. This strategy was aimed at neutralizing the short-term rational barrier of a price premium with a long-term emotional benefit. The TVC was part of a broader content and social advertising strategy.
Operational Impact
Quantitative Benefit
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