Volkswagen
SIGN THEN DRIVE
The Issue
Sign Then Drive is a Volkswagen sales event that's been incredibly successful. After a hiatus, it returned in the spring of 2019. And it returned as a last-minute change, which meant we had practically no time to develop a campaign, much less one that lived up to past efforts.
The Idea
Rather than focus on the financial benefits of the sales event, we focused on the amount of time you saved and the ease and simplicity of buying a new Volkswagen at Sign Then Drive.
The Results
The campaign contributed to Volkswagen enjoying record sales in the first quarter of 2019, including the best Atlas, Tiguan, and pre-owned months ever.
VOLKSWAGEN SOCCER PARTNERSHIP
The Issue
Help drive support and awareness for the Women’s National Team, with the end goal of bringing them to equal pay and facility parity with the men’s team. We also wanted to democratize soccer and remind people that it’s a sport for everyone, not just those able to afford club teams and personal coaches.
The Idea
Instead of just supporting the team and extolling the partnership, we emphasized the democratic virtues of the game, defining it as the ultimate equal-opportunity sport. The poster work then focused on the women’s team, supporting them as pioneers and trailblazers in their drive for parity, rather than just athletes aiming for victory.
The Results
They won the Women’s World Cup. Coincidence? You decide.
DIGITAL VIDEOS
The Issue
Volkswagen dealers need to be nimble. They need to be able to react fast to changes in the market. They can’t afford to wait for long productions and they also don’t want to spend a lot of money on spots that run for short periods of time.
The Idea
I was part of the team that developed a campaign that could be executed fast. We built the spots around copy and typography, and then shot as many assets as we could so that we’d have an inventory of footage to work with. Three days of shooting led to almost 20 spots. Not a bad return on investment.
The Result
Running both online and on air, these contributed to Volkswagen’s record quarter in early 2019.
VOLKSWAGEN DIGITAL
The Issue
Keeping the Volkswagen tone, or what we called the Volkswagen “wink," alive and well across all different executions. We wanted the digital components to be consistent with the feel and voice of everything else. And to be just as good.
The Idea
Here’s a small sample (by no means anywhere near all of it) that I worked on. From the vehicle pages on the VW website to static banners, it all feels like it belongs to the same automaker. Not an easy feat, but one I’m proud of.
CAROUSELS
CANVAS
WEBSITES
THE PEOPLE FIRST WARRANTY
The Issue
Volkswagen was introducing The People First Warranty in an attempt to improve their image for reliability. The warranty message was crowded and confusing, as most automakers were also emphasizing warranties of their own, and they all basically sounded the same.
The Idea
Instead of emphasizing the time and miles covered like everyone else, emphasize all the parts and components that are covered so drivers can relax.
JETTA LAUNCH
I did not create the Jetta launch campaign, but I was lucky enough to contribute. In other words, I stayed late one night to pitch in with a couple of scripts. Here they are.