Volkswagen's New AD Campaign Lets Van Customers Do The Talking

Volkswagen Commercial Vehicles’ new advertising campaign stars 19 of the company’s customers from across the UK - and of course their vans. The brand decided the best advertisement for the product would be the customers - professionals whose vans form a vital part of their businesses.

The campaign, featuring real Volkswagen van customers who volunteered to take part, will be seen on billboards across the country, in national press and in numerous trade press publications. Each was photographed in their place of work, as part of the campaign to raise brand awareness. The work is a major departure for van advertising in the UK in that it focuses on loyal and enthusiastic customers with their vans.

The customers in the campaign were nominated initially by their local Volkswagen Van Centre, who were then sent disposable cameras asking for snapshots of them with their vans. Following an unprecedented response from customers, the pictures were carefully judged and the final candidates chosen. The customers-turned-models and their vans then took part in a professional photo-shoot from which the final advertisements were produced.

The advertising also introduces a new strapline: ‘Apparently Volkswagen also makes cars’ - a light-hearted reference to the customers’ love of their vans.

Head of Marketing for Volkswagen Commercial Vehicles, Nigel Brotherton, said: ‘We want to celebrate the success of our customers and put them centre stage. My thanks go out to each and every customer that took part.’

In 2004, the company achieved sales of 20,803 in the UK, which represents a 27.2 per cent increase over 2003 - itself a record year. The record-breaking figure gave Volkswagen Commercial Vehicles a 6.2 per cent share of the UK light commercial vehicle market.