Volkswagen Campervan Escape
Agency name: Iris Nation Client name: Volkswagen Commercial Vehicles Category: Integrated Communication
BACKGROUND
The automotive sector has been having a tough time. There was an 11.3% decline in 2008, mainly driven by the credit crunch/recession. However, in a time when many manufacturers were cutting back, we thought it worthwhile to test promoting the new-style Volkswagen campervans for the first time since their initial launch in 2003.
It’s a specialist product in a market of its own between MPVs and Motor-homes, so the time was right to try a new approach to promotion....