volkswagen canada becomes unforgettable with new creative platform
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Volkswagen Canada Becomes Unforgettable With New Creative PlatformTRANSCRIPT
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Date: May 13, 2015Location: Toronto
Volkswagen Canada Becomes Unforgettable With New Creative Platform DDB Canada launches its first creative work as agency of record
Launching under its new Unforgettable creative platform, Volkswagen Canada unveils its first two campaigns for the 2015 Tiguan SUV and 2015 Passat sedan, created in partnership with DDB Canada. Using Volkswagen’s renowned clever humour and story driven creative while highlighting the unique attributes of each model, Unforgettable builds awareness and familiarity at a brand level by showcasing the refined driving experience and remarkability of every Volkswagen.
“Throughout history, VW has been the most iconic and unforgettable car brand, which is why this new platform is so uniquely Volkswagen,” says Peter Blackwell, director of marketing, Volkswagen Canada. “Volkswagen is a car brand that sticks with you. Whether it’s our iconic designs, the hard-to-define feeling of joy you get while driving a Volkswagen, or the satisfaction of getting great value; this new creative platform works beautifully by highlighting each model’s unique features as its reason for being unforgettable.”
The new broadcast creative for the 2015 Tiguan shares a story of a night when a father seems to have the least influence, but it’s the SUV’s unforgettable performance and control that literally puts him back in the driver’s seat. Chaperoning his young teenage daughter and her date to their freshman prom, it’s the effortless acceleration and responsiveness of the Tiguan’s turbocharged 200-horsepower engine and tight handling that ultimately allows Dad to break the awkwardness of a first date. The English and French Prom Night spot appears on television and online, and is supported by local dealership print ads, preroll, digital/social advertising and a NHL-playoff sponsorship.
Creative for the 2015 Passat cleverly demonstrates that the sedan’s unforgettable sophistication provides enough of a distraction for even the sternest of driving examiners. The spot shows an unprepared teenager receiving a lucky break during a driving test, when his examiner is so impressed by the Passat’s refined drive and premium features like leather seating, Climatronic dual zone climate control and review camera that he passes the undeserving teen. Driving Test appears on specialty television networks in both English and French and online; and is also supported by dealer print ads, digital and social advertisements.
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“The creative for both the Tiguan and Passat seamlessly integrate each vehicle into the advertising, which feels natural and plays a key role in the story,” says Cosmo Campbell, chief creative officer, DDB Canada. “Not only is the vehicle featured as an integral character in each storyline; it’s the distinct driving experience of each model that ultimately saves the day.”
The new Tiguan and Passat creative are the first two campaigns developed in partnership with DDB Canada as Volkswagen Canada’s agency of record. The 2015 Tiguan campaign kicked-off on April 27, 2015; followed by the 2015 Passat campaign on May 4, 2015. Both campaigns will run on rotation throughout the year.
About Volkswagen CanadaFounded in 1952, Volkswagen Canada is headquartered in Ajax, Ontario. It is the largest volume European automotive nameplate in Canada, and sells the Golf, Golf Sportwagon, Golf GTI, Golf R, Beetle, Jetta, Eos, Passat, CC, Tiguan, and Touareg through 136 independent Canadian Dealers. It is the leader in affordable TDI Clean Diesel vehicle sales in Canada, and forms part of Volkswagen Group Canada Inc., a subsidiary of Volkswagen AG headquartered in Wolfsburg, Germany. Volkswagen is one of the world’s largest producers of passenger cars and is Europe’s largest automaker.
Visit Volkswagen Canada online at VW.ca.
About DDB CanadaDDB Canada is the most creatively acclaimed, internationally recognized marketing communications agency in Canada. The agency was named Top Creative Agency in strategy magazine's 2015 Creative Report Card and was ranked #2 agency in Canada by the Gunn Report in 2014. Known for advertising that generates significant results for clients, DDB Canada is a "total communications company" whose fundamental belief is that creativity is the most powerful force in business. DDB Canada has offices in Vancouver, Edmonton, Toronto and Montreal. The agency's integrated marketing disciplines include: youth marketing, public relations, event management digital, social, mobile, branding, design, direct, CRM, recruitment marketing and shopper marketing.
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