Iris Case Studies Revitalizing Brand Advertising Strategy for Volkswagen Commercial Vehicles

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	Revitalizing Brand Advertising Strategy for Volkswagen Commercial Vehicles Iris

Revitalizing Brand Advertising Strategy for Volkswagen Commercial Vehicles

Iris

Technology Category	Functional Applications - Enterprise Asset Management Systems (EAM)
Applicable Functions	Sales & Marketing
Use Cases	Asset Health Management (AHM) Asset Lifecycle Management
Challenge	Volkswagen Commercial Vehicles (VWCW) was facing a significant challenge in a credit-crunched, deal-oriented market. The brand was struggling to overcome a price premium, which was acting as a short-term rational barrier for potential customers. The challenge was to neutralize this barrier and remind drivers of the long and trusted bond between owners and the world’s greatest van brand. The situation required a strategy that could connect with the audience on a deeper level and reinforce VW’s place in culture by evoking the era in which the brand became an icon. Read More
About Customer	The customer in this case study is Volkswagen Commercial Vehicles (VWCW), a division of the Volkswagen Group. VWCW is responsible for the manufacture and sale of light commercial vehicles and passenger vans. The brand has a rich history and is considered an icon in the automotive industry. However, in a credit-crunched, deal-oriented market, VWCW was struggling to overcome a price premium. The brand needed a strategy that could connect with potential customers on a deeper level and reinforce its place in culture. Read More
Solution	The solution was to turn a cultural asset into a commercial asset. An emotional TVC was created to remind drivers of the long and trusted bond between owners and the world’s greatest van brand. The TVC was designed to connect with the audience on a deeper level and reinforce VW’s place in culture by evoking the era in which the brand became an icon. This strategy was aimed at neutralizing the short-term rational barrier of a price premium with a long-term emotional benefit. The TVC was part of a broader content and social advertising strategy. Read More Log in to view content
Contents

Technology Category

Functional Applications - Enterprise Asset Management Systems (EAM)

Applicable Functions

Sales & Marketing

Use Cases

Asset Health Management (AHM)

Asset Lifecycle Management

Challenge

Volkswagen Commercial Vehicles (VWCW) was facing a significant challenge in a credit-crunched, deal-oriented market. The brand was struggling to overcome a price premium, which was acting as a short-term rational barrier for potential customers. The challenge was to neutralize this barrier and remind drivers of the long and trusted bond between owners and the world’s greatest van brand. The situation required a strategy that could connect with the audience on a deeper level and reinforce VW’s place in culture by evoking the era in which the brand became an icon.

About Customer

The customer in this case study is Volkswagen Commercial Vehicles (VWCW), a division of the Volkswagen Group. VWCW is responsible for the manufacture and sale of light commercial vehicles and passenger vans. The brand has a rich history and is considered an icon in the automotive industry. However, in a credit-crunched, deal-oriented market, VWCW was struggling to overcome a price premium. The brand needed a strategy that could connect with potential customers on a deeper level and reinforce its place in culture.

Solution

The solution was to turn a cultural asset into a commercial asset. An emotional TVC was created to remind drivers of the long and trusted bond between owners and the world’s greatest van brand. The TVC was designed to connect with the audience on a deeper level and reinforce VW’s place in culture by evoking the era in which the brand became an icon. This strategy was aimed at neutralizing the short-term rational barrier of a price premium with a long-term emotional benefit. The TVC was part of a broader content and social advertising strategy.

Impact #1	The implementation of the emotional TVC and broader content and social advertising strategy has resulted in significant operational benefits for VWCW. The brand has been able to connect with potential customers on a deeper level, reinforcing its place in culture and reminding drivers of the long and trusted bond between owners and the brand. This has helped to neutralize the short-term rational barrier of a price premium, making VWCW a more attractive option for potential customers. The brand has also seen a significant improvement in its position in the commercial vehicles category, moving from 4th to 2nd place.

Impact #1

The implementation of the emotional TVC and broader content and social advertising strategy has resulted in significant operational benefits for VWCW. The brand has been able to connect with potential customers on a deeper level, reinforcing its place in culture and reminding drivers of the long and trusted bond between owners and the brand. This has helped to neutralize the short-term rational barrier of a price premium, making VWCW a more attractive option for potential customers. The brand has also seen a significant improvement in its position in the commercial vehicles category, moving from 4th to 2nd place.

Benefit #1	VWCW has become No. 1 for brand attractiveness in its category
Benefit #2	VWCW is now the most considered van in its category
Benefit #3	Volkswagen has moved from 4th to 2nd in the Commercial Vehicles category

Benefit #1

VWCW has become No. 1 for brand attractiveness in its category

Benefit #2

VWCW is now the most considered van in its category

Benefit #3

Volkswagen has moved from 4th to 2nd in the Commercial Vehicles category

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Overview

Revitalizing Brand Advertising Strategy for Volkswagen Commercial Vehicles

Operational Impact

Quantitative Benefit