What is Volkswagen?
How do you strengthen the emotional connection between a strong brand and the Danes? For Volkswagen, the answer was not to tell people what the brand stands for, but to let them tell the story themselves.
This became the starting point for the campaign “What is Volkswagen?”, which connected people, memories and the brand’s heritage in a new and meaningful way.
A human story
Built around a digital activation inviting Danes to share their personal memories with Volkswagen, the campaign took shape through the stories people contributed.
The personal narratives became the heart of the campaign and were used across channels - from brand films to testimonials and tactical communication.
The campaign linked the Volkswagen heritage with contemporary innovation on human terms, told by the people who know the brand best.
A full-funnel campaign
The campaign became a narrative where brand, product and people were brought together.
The content was activated across the entire funnel, from brand awareness to tactical product communucation, helping Danes rediscover what Volkswagen means to them. With brand values as the red thread, brand and performance were united in one coherent campaign.
We structured the communication so that the emotional message created the foundation, while tactical formats maintained relevance and guided the audience towards concrete KPIs.
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