Objectives
Overall Ambition
Make VW California – the modern iteration of the iconic campervan we remember from the '60s – synonymous with freedom again.
Objectives:
- Drive loyalty by adding value to and creating engagement with the core campervan community.
- Remove barriers to fully enjoying and utilising the product in the real world and, as a result of that, increase propensity to visit the road with VW California.
- Create an incentive for a broader audience to discover and experience the campervan in the most liberating way possible.
- Drive traffic to the website and price list downloads, which is a powerful indicator...