ABOUT

Volkswagen Commercial Vehicles’ brand promise, ‘Working With You` is an offering that is similar to competitors (Ford - ‘Backbone of Britain’, Mercedes - ‘Keep Business Moving’. We were tasked with the challenge of conveying the promise in a way that was starkly different to the rest of the market.

My research from the pitch for the account proved to be crucial in developing the strategy for this campaign. Often van drivers are depicted as builders in white vans when in fact van drivers
can be vastly different.

The businesses were depicted as scuba divers, ice sculpturers, removers and artisan cake makers. The campaign succeeded in driving serious consideration, our
key performance indicator, by 10%.