Volkswagen Nutzfahrzeuge
The Crafter
Built for the toughest jobs
Role
Creative direction, brand, all media
01
Relaunch
Built for the most relevant communication
The campaign for the launch of the new Crafter convinced potential customers of the robustness and efficiency of the large transporter. Therefore, it proved itself in TV commercials, print, OOH, direct, and digital in the toughest situations. For the Crafter, the campaign was a great success. For the agency, it was another step towards establishing an independent brand that emotionalized vehicle features in a target-group-relevant brand language.
02
Audience segmentation
The launch in print and ooh
Argumentation and product story were precisely tailored to potential target groups. The resulting motifs were carefully segmented.
03
Direct
Targeting existing and new customers
Direct communication with existing and new customers placed situationally tailored messages to current owners and new buyer groups. A landing page deepened the argument and converted interest into test drives.
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