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As a brand that started as the ‘People’s car’, Volkswagen has always focused on people first as a key brand value. The brand value also underpins its brand attributes: comfort, safety, design, technology and connectivity, which customers experience in all its products.
Volkswagen launches its Brand Attributes campaign, which uses Google testing to test if biases still exist and to see which assets resonate best with a certain audience. It also helps gain valuable audience insights, enhancing the brand's overall marketing strategy.
The campaign highlights how models in Volkswagen’s lineup exemplify each attribute the German manufacturer is best known for through strategically placed content.
Recent research has shown that many regional customers associate Volkswagen with design and technology, with the latest models being launched with state-of-the-art infotainment systems and exceptional driver assistance technology. As a premium volume brand, Volkswagen offers the same technology found in premium models, giving customers more value for their money while delivering on their needs. Through the campaign, the brand plans to highlight all of its key attributes, including technological features, comfort, design and safety. Volkswagen recognizes that customers build a close affinity with brands that truly speak to their needs through content that resonates with them.
Anja Petrovski, Marketing Director of Volkswagen Middle East, commented, “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 is designed to 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 has curated 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.
