Creative campaigns to tell the brand’s iconic tale, create effect around vehicle releases, and expand cross-channel marketing activities are sprinkled in our social management. We were constantly pushing the limits of every platform we collaborated with, trying to produce genuinely original, attention-getting content that people adored.
Volkswagen fans who painted their favorite Beetles bright pink and shared them on social media with the hashtag #PinkBeetle inspired the Special Edition 2017 #PinkBeetle. The lively campaign, which premiered exclusively on Volkswagen’s social media platforms in the United States, inspires us all to “live a little brighter.”
The commercial portrays a growing rally spreading joy through the streets of Washington, DC, with each participant dressed in bright pink from head to toe. As the party expands into a large array of hundreds of revelers, real bystander reactions are recorded. The limited-edition #PinkBeetle is leading the way.
Purchasing a used car can be a frightening experience. There are a lot of choices, and it can be difficult to know what you’re having. Volkswagen asked us to spread the word about their incredible Certified-Pre-Owned value and to bind WorldAuto to the Volkswagen brand more directly. We accomplished this by adding a special “cast of characters” who are all selling cars that you should…avoid.
The company has agreed to take a range of steps in reaction to the widely panned Internet video promoting the Golf 8. This is to ensure that unacceptable material will not be created or published in the future.
“The key point is that we failed to spot the racist elements of this video,” says Jochen Sengpiehl, Chief Marketing Officer. I’d like to apologize on behalf of the whole team for this blunder. We need an out-of-context analysis, according to one of the investigation’s main findings. And without the overall context, each individual clip must be unequivocal and non-critical. I will personally ensure that the activities agreed upon are carried out in day-to-day operations.”
“We live diversity” is one of the seven Volkswagen Group Essentials. This is an important component of the Group’s DNA. Volkswagen is a strong advocate for humanity and diversity, as well as a strong opponent of racism, bigotry, and xenophobia.
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Volkswagen racist instagram ad
Football is a sport that everybody enjoys, and Volkswagen is no exception. More specifically, the game is strategically significant for Volkswagen, Europe’s largest car maker, as it is the official mobility partner of the German Football Association (Deutscher Fußball-Bund, DFB), as well as the DFB Cup, the Union of European Football Associations (UEFA), and a variety of other teams and associations. We bring these activities together under the slogan “we drive football” and place the global brand as a leading provider of sustainable mobility services. The aim is for people to associate Volkswagen with football and mobility.
With PR stunts, campaigns, blogs, and posts, we celebrate football’s emotional ability to bind people. The overarching concept is “celebrating football’s unifying force.” This concept acts as a filter for creation, ensuring that all marketing communications are consistent with the brand’s values. The content center “we push football,” which is linked to the Volkswagen OneHub, is at the core of the ecosystem. The bulk of integrated marketing activities are carried out here. An interdisciplinary team produces the content in a newsroom and distributes it through all applicable touchpoints.
Volkswagen, Audi, and Porsche use an AI application developed by Prewave, an Austrian startup. The machine, which looks a bit like Big Brother, uses an intelligent algorithm to track supplier-related news from publicly accessible media and social networks in 50 languages and 150 countries for signs of a supply chain sustainability risk.
In a tweet, Porsche’s sustainability boss, Markus Wagner, said, “Prewave enables us to handle risks in a focused manner – even in the lower-level supply chains.” “Artificial Intelligence simplifies deep data analysis, enabling us to explicitly approach stakeholders and request sustainability improvements.”
Since October 2020, the automakers have been using Prewave, which analyzes over 5,000 keywords to keep an eye on environmental issues that could be reported on. This is important because the system must keep track of 4,000 suppliers.
While terminating a supplier’s business relationship is an option, Wagner says the intention is to collaborate with them to keep the supply chain compliant. It’s vital to hold industrial emissions to a minimum.