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. Although in a category of its own, fewer and fewer people are aware that there’s a modern alternative. We needed to raise awareness with the right people and help convert them through to test drive and sale.

NATIONAL CONTEXT OF THE CAMPAIGN