Volkswagen conducts brand campaign
Volkswagen Canada is conducting an advertising campaign called "Just the Facts," intended to address the subject of the total cost of owning one of the company's vehicles. The campaign, developed by DDB Canada, features a spokescharacter called Justin Facts, who provides information about the value of a Volkswagen vehicle. The initiative began last month with radio and Spotify advertising. It has now expanded to include online video ads on Facebook, Instagram and YouTube. The campaign also includes online materials at <http://www.vw.ca>, as well as CRM activities conducted by TrackDDB. The French-language version of the campaign features a spokescharacter named Vicki who addresses the same subjects. The campaign will run through the year. Media work is being conducted by Touché.
"Perceived cost is the biggest barrier when it comes to purchasing a Volkswagen," said Virginie Ludmer, marketing manager at Volkswagen Canada. "There's misinformation with regards to how expensive it is to own one. Volkswagen vehicles are built to last and when one considers that they include a longer-than-average warranty, recently launched prepaid maintenance plans and longer intervals between servicing, the total cost of ownership is more affordable than one thinks."