Initiative aims to further enhance customer affinity.
As a brand that started as the ‘People’s car,’ Volkswagen has always focused on people first as a key brand value, which also underpins its brand attributes: comfort, safety, design, technology, and connectivity.
Through its newly-launched 'Brand Attributes' campaign, the brand plans to highlight all of these key attributes, using Google testing to check whether biases still exist and to see which assets resonate best with a certain audience. The campaign will also help gain valuable audience insights, enhancing the brand's overall marketing strategy, and will highlight how models in Volkswagen’s lineup exemplify each attribute the German manufacturer is best known for through strategically placed content.
Anja Petrovski, Marketing Director of Volkswagen Middle East, said in a statement, “Volkswagen is a people’s brand, and it is important to us that we highlight the brand attributes to our regional customers through the right content that appeals to their needs. We are pleased to partner with Google to undergo testing that will support us with doing this.”
The 'Brand Attributes' campaign will increase awareness about each attribute while increasing customer consideration and driving sales leads further.
To engage customers further with the content created for the Brand Attributes Campaign, Volkswagen will curate a playlist with Anghami showcasing music featured throughout the campaign. Customers can look out for updates on the playlist through Volkswagen Middle East social media pages.