The campaign, will launch this week and runs until 31 March. It has been created by iris. A partnership has also been agreed with Wickes stores, allowing van centres to showcase the vehicles in the car park of their local branch of Wickes.
The ads aim to illustrate the ‘evolution of van’ through press and outdoor, digital and forecourt media as well as two national radio ads. They will be targeted at owners of small and medium sized businesses as well as fleets managers, and aim to create nameplate awareness of the new Volkswagen Transporter van and drive sales.
The first radio ad to run features the voice of a young child, which gradually matures into the voice of actor Ray Winstone. His monologue talks of becoming smarter, stronger, more powerful and streetwise until evolving to be the very best they can be.
Complementing the above the line activity, 48 sheet posters will show the transition from the original T1 ‘split-screen’ van which started production in 1950 to the new version of today’s fifth generation Transporter.
Trade press ads will feature illustrations of environments that appeal to commercial customers such as building sites, with facts showcasing the commercial strength of the vehicles.
Last July, Volkswagen Commercial Vehicles announced changes to its sales and marketing team, with David George promoted to the role of head of marketing.
At the time, the company launched a marketing campaign as part of a strategy to reposition its vehicles as sound investments.
Iris scooped the Volkswagen commercial vehicles integrated marketing business, estimated to be worth £8m in February last year.