The Client: Volkswagen
The creative agency: DDB Spain
The project: Develop a creative platform to promote Volkswagen Approved, a program for selling used vehicles that provides buyers with the same level of experience as purchasing a new car, including a comprehensive warranty, roadside assistance, and other benefits
My role: strategic planner
Cultural Trend: The "refurbished" culture
We’ve come to understand that new doesn’t always mean better. We’ve bought cheap new t-shirts that looked five years old after just one month. We’ve bought brand-new phones that started having problems after six months. That’s why we sometimes prefer to buy a quality product, even if it’s used, rather than a brand-new one of average quality.
Transformational Insight: When you want a Volkswagen, you want a Volkswagen.Volkswagen is an iconic brand. It sparks passion and desire. It’s unique and inimitable. When you dream of owning a Volkswagen, settling for another brand (just because of the price) feels like a letdown.
Brand message: The emotion of discovering that you can get the car that you want.
Don’t settle for a new car that doesn’t excite you — get the Volkswagen you really want, with Volkswagen Approved guarantee.