Volkswagen New Zealand’s new campaign a love letter to customers

Volkswagen New Zealand and DDB Aotearoa have launched their newest campaign, YourVW, as a love letter to VW drivers everywhere.

The tagline, “We make the car, you make it VW” was born from VW’s desire to put the most important part of the business, their customers, front and centre.

Volkswagen New Zealand borrowed a page out of the global YourWagen campaign, and set out to showcase the bond between everyday Kiwis and their VW.

Volkswagen’s Head of Marketing, Helena Schultz, said that in this ad, traditionally gratuitous driving shots have been replaced with gorgeously relatable moments which highlight that your VW is not just a car – it’s part of every family.

“We wanted to show that through all these real life moments – big or small – your VW is with you.”

DDB’s Executive Creative Director Rory McKechnie says this ad is all about celebrating the stories Kiwis have created with their Volkswagens.

“From lifelong friendships and unforgettable moments, to the drivers who’ve embraced the journey of going electric, these stories capture the true spirit of VW.

“Whether it’s trips to the beach or Sunday soccer games, we hope these experiences inspire future owners and resonate with everyone already part of the Volkswagen family.”

DDB Aotearoa engaged Takapuna based production company The Post Office, to produce three 15” TVCs for their Tiguan, Touareg and ID.Buzz models plus an 30” international TVC consisting of international and NZ footage.

Steve Gulik, director and founder of The Post Office, said they followed their brief, “fun over function” to a tee by “bringing to life relatable everyday scenarios that are uniquely Kiwi, like eating fish n’ chips on the bonnet of the car, backing the boat at the local ramp (no pressure!), or corralling muddy kids after Saturday sports.”

“These are car ads that don’t feel like car ads. They’re light-hearted, fun and will definitely leave you smiling,” Guilk said.

The campaign will be rolled out across multiple channels nationwide, including TV, VOD, Online and Social.

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