SAIC Volkswagen: Brand new Lamando launch

Car manufacturer Volkswagen took the opportunity to revitalise its ageing brand and gained buy-in from a previously disinterested Gen Z audience with the launch of its Lamando model in China.

Why is this work relevant for Strategy & Effectiveness?

We created a car launch campaign for VW Lamando, with a bold and surprising, differentiated positioning from the rest of the A-class competitors. We also used the Lamando launch as an opportunity to revitalize the aging VW brand, in a way that is relatable to a younger generation, with potential for lots of great creative executions and asset extensions across traditional and social media. That launch also broke traditional perceptions of what a car launch could be with great sales conversion results to boot.

Background

In the age of Covid, the...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands