The campaign has been created by iris and encompasses digital, experiential, PR and retail activity and focuses on the modern relevance and comfort of the Volkswagen’s lifestyle vehicles, the California, the Caravelle, the Transporter kombi and the Caddy Maxi Life.
The theme of the campaign is “escape” and the way the manufacturer’s vehicles allow people to drive off spontaneously.
A microsite, www.vwescape.co.uk, launches this week showcasing the vehicle range and there will be a presence on Twitter and Facebook.
Brand partnerships are line dup with sports and leisure brands such as Cycle Surgery and Snow+Rock to each the target audience and several band ambassadors, such as female windsurfer Bryony Shaw, have been signed up. They will be given a Volkswagen van for a year and a video camera to film their experiences with the footage being posted on the microsite.
Iris was appointed to handle the integrated Volkswagen business in February.