'Way back'

How do you revitalise the sympathy people had for a brand after the main focus of attention has been a scandal?

The Volkswagen brand had sustained some serious damage as a result of Dieselgate. So in the first post-scandal brand campaign, we had the important and difficult task of regaining Dutch drivers’ sympathy.

We took nostalgia as a starting point. After all, Volkswagen has always had a lot of goodwill. To actively use this positive sentiment, we developed an idea that centres around the charm of a vintage VW Beetle. We linked brand love to the main brand value of reliability – with great success.

The commercial scored higher than any other Volkswagen film in the previous four years. Even on sympathy, the commercial exceeded the benchmark. Which helped Volkswagen retain its position as a sympathetic and reliable car brand.
The work
Jun 2017

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