VW - ID.Buzz (2022)
To introduce the new all-electric “VW van”, Volkswagen Netherlands were looking for a quintessentially Dutch campaign to get the Dutch audience excited about the new model while drive brand love at the same time.
The campaign won a Bronze Effie in the ‘Successful product introduction’ category in 2023.
Strategy
CHALLENGE
The old VW van is an icon, and has been loved for so long. Volkswagen feared its newest generation wouldn’t amass the same positive response and clout.
INSIGHT
No two VW vans are the same. Each one has been moulded to suit the needs of its owner.
Since its conception - by a Dutch designer - 75 years ago, people have taken the bus and radically made it their own for whatever venture they were embarking on.
You could say the VW van was endlessly customised, but never truly reinvented.
STRATEGY
Get the Dutch to look forward, by getting them excited about how they can make the new ID.Buzz their own in the next 75 years.