Volkswagen has been rebranding since 2015 striving to gain fans love and trust back after the damage of the diesel matter while also focusing on improving the core business, instituting new ethics and compliance programs with a more aggressive approach, and striving of the investing of electric vehicle development and production. How? what led to this?
The campaign launch begins with “Hello Light,” which aired nationally of the game 3 of the NBA Finals. The companies goal was to relay the message regarding the diesel matters, saying the point of the message is simple: What matters most is how you respond.
Drive Bigger Commitment
This phase of the campaign kicks-off today, June 11th. To inform, tone and copy, the advertising marks a return to the thoughtful, fun and unassuming Volkswagen ads of the 1950s and ’60s. The campaign includes the latest of the Volkswagen current fleet as well as its coming electric fleet. The work will run in print media, as well as on TV, digital and social platforms.
“This campaign is for all of those we disappointed, all of those who stayed with us, those who worked like crazy to keep us moving forward and for all of those who stopped caring,” said Scott Keogh, president and CEO, Volkswagen Group of America. “We have a responsibility to do better, to be greater and we intend to shoulder that responsibility.”
For Volkswagen Drive Bigger is more than the newest campaign, it’s the long-standing vision of the company’s bold commitments.
This commitment means Volkswagen Group has set a target of global carbon neutrality across its fleet, production and administration by 2050, and embraces the goals of the Paris Agreement to limit global warming to 3.6 degrees Fahrenheit. By 2025, the company intends to reduce its global carbon footprint by 30 percent.
The Volkswagen Group has publicly made one of the world’s largest commitments to electric vehicle production. They have a planned investment of more than $50 billion through 2028, with 70 new electric vehicles coming to market around the world, including next year’s planned American launch of a compact electric SUV, inspired by the Volkswagen ID. CROZZ concept car.
Drive Bigger holds the meaning that the company will use its platforms and resources to a nonprofit organization, America Scores, can produce and air a national TV spot during the World Cup at no cost.
“This brand platform we are launching with Volkswagen will act as a north star for the company to ultimately transform their business,” said Jan Jacobs, co-founder and CCO of Johannes Leonardo. “We’re embarking on arguably the most important chapter in the history of one of the world’s best advertisers. We are honored to be part of it.”
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