Volkswagen of America recognizes the needs of people to share stories—it’s how we connect and grow together. As a result, VW recently released its new brand campaign and social media platform: “Why VW.” Why did Volkswagen choose to go in this direction? Kevin Mayer, VP of Marketing at Volkswagen of America, Inc., summed it up best by saying, “Year after year, we receive countless stories from VW owners that sum up the unique passion people have for the brand, but we haven’t had a great way to curate or share them until now. The Why VW campaign provides a new creative outlet for our owners and fans to share their individual Volkswagen stories with the world, and allows us to engage with them in a more meaningful way.”
The campaign began with one of the simplest commercials ever to grace American television. The ad, called “Smiles,” was simply that—people from all walks of life, doing every day things, and smiling about it, highlighting the optimism and fun of the VW brand.
The next step of the program was the Why VW website (www.whyvw.com), which is divided into two sections—values and stories—which allows Volkswagen to place information about products and technology next to testimonials and anecdotes from customers all across the country.
The Values section contains information about Volkswagen products, as well as two minute videos focusing on customer stories for each of the company’s five essential values: quality, safety, value, environment, and performance. Next to the Values section is the Stories section, which contains user-generated content featuring stories and experiences people have had with Volkswagen. The Stories section can also be accessed via VW of America’s Facebook page.
Casey Volkswagen is ready to share our own story. Are you? Stay connected with Casey VW on Facebook at http://www.facebook.com/CaseyVolkswagen?rf=110836848980258 and on Twitter at https://twitter.com/caseyvolkswagen.
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