CLIENT
Volkswagen AG
Jochen Sengpiehl, CMO
Mirja Schneider, Head of Electro Mobility Communication
Gilbert Dr. Heise, Director Brand Strategy & Customer Insights
Marcus Philipp, Head of International Marketing Content
Jan-Erik Franz, Electro Mobility Communication
Hicran Tekin, Electro Mobility Communication
Hendrik Bonsack, Electro Mobility Communication
Anna Pöllmann, Electro Mobility Communication
AGENCY
Julian Roberts, Associate Strategy Director
Richard Desforges, Group Strategy Director
Paul Hawkey , Global Business Lead
Lucy Howard, Digital Director
Alexej Aleksiejew, Group Market Engagement Director
Voltage DDB Berlin Deutschland GmbH *Lead Agency
Stephen Kimpel, Business Director
Achim Weber, Executive Creative Director
Patrik Lenhart, Creative Director
Toby Pschorr, CEO
Ha-Na Choi, Client Service Director
Jonathan Engel, Copy Writer
Mahmoud Fathy, Designer
SUMMARY
To launch a new electric sub-brand, Volkswagen announced its arrival through a multi-media campaign to the masses. But with a twist. They had to convince 30,000 people to commit a pre-order of 1000€ without seeing the car. The campaign successfully surpassed its pre-order target and in turn, brought Volkswagen and e-mobility closer together. The key to success was to unpick the feeling, desires and barriers people had to EV ownership.
