- New marketing approach for electrification – starting a year before the market launch of the ID.
- ID. Hub to be central e-mobility information pool for customers
- eManifesto umbrella campaign to “electrify” Berlin for the DFB cup final
- Campaign to consist of more than 600 individual assets
- CMO Jochen Sengpiehl: “This is not a conventional market launch strategy for a product. We are concerned with communicating a new movement. Volkswagen will be making e-mobility fit for the masses.”
Wolfsburg – At the start of the pre-booking phase for its new full-electric ID. in Europe on May 8, Volkswagen is launching a broad-based international e-mobility marketing campaign. The campaign focuses especially on the ID. and is to start one year before the model’s market launch. Normally, large scale campaigns only start in connection with the launch of a model. This time, more than 600 individual communication elements are being produced for distribution on various channels. The key element and the umbrella campaign will be the “eManifesto: ID. Volkswagen, just electric”, which is to be shown on the occasion of the DFB cup final in Berlin on May 25 and will “electrify” more than 50 percent of the advertising space available in the German capital. Further elements of the campaign will be “influencer”, “barrier”, “teaser” and product films. As the heart of the campaign, the central information pool on e-mobility, the www.volkswagen.de/id website, will go live when pre-booking for the ID. starts. The highlight of the campaign will be the world premiere of the ID. at the IAA International Motor Show in Frankfurt. The media budget for the campaign in Europe will run well into the double-digit million range.
“For the fundamental transformation of Volkswagen towards e-mobility that we are currently accomplishing, we need an entirely new marketing approach,” Jochen Sengpiehl, Chief Marketing Officer of the Volkswagen brand, explains. “This is why we have not adopted a conventional market launch strategy for our ID. We are starting much earlier than usual and not only talking about the project. We are concerned with communicating a new movement. Volkswagen is now making e-mobility fit for the masses. This will be signaled by the claim of our campaign: “Now you can.”