VW launches new brand campaign, seeks to engage VW owners

Authored By Staff Report

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“Smiles”

Volkswagen leaders had success with “Star Wars”-themed commercials, and on Monday, they launched a new commercial and brand campaign, which aims to engage VW customers.

The new campaign allows Volkswagen owners to share their experiences with VW vehicles and aims to “draw new consumers into the Volkswagen experience,” according to a news release. 

“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,” Kevin Mayer, vice president of marketing, Volkswagen of America Inc., said in a prepared statement. “The Why VW campaign provides a new creative outlet for our owners and fans to share their individual Volkswagen stories with the world and allows us to engage with them in a more meaningful way.” 

The new commercial, called “Smiles,” features people of all ages laughing. 

“‘Smiles’ is a creative representation of the pure fun and positivity that have defined the Volkswagen brand and vehicles for decades,” Mayer said. “We’ve had a tremendous year in 2012, and the campaign is a celebration of the unique customer experience that we believe continues to draw consumers into the brand.”

The commercial is also “strategically timed” in advance of the Nov. 5 election. It aims to provide a “light-hearted break” from the serious election cycle, also according to the news release. 

The Why VW content is divided into two sections-values and stories.

The values section has content about VW products and also includes five short films with real Volkswagen owners, aimed at educating viewers on the company’s core values, such as quality, safety, value, environment and performance. 

In the stories section, viewers can see user-generated content and read personal stories from consumers. 

“Why VW leverages the latest Facebook technologies to make it easy for storytellers to share, publish and find stories,” according to the news release. “Volkswagen will review each content submission prior to posting and select the stories that best represent the brand and provide the most compelling content.”