Danbury Volkswagen Matchmakers Campaign
Danbury Volkswagen was having a problem. They had a confusing product lineup, and were having a hard time communicating why consumers should choose a VW over their myriad of lower cost competitors. My team helped bridge the gap by turning confusion into compatibility.
The VW Matchmakers campaign created an engaging world where car buying was based on emotional compatibility instead of cold hard facts. Through video, in-store displays and interactive experiences we helped consumers find their perfect match.
My responsibilities: Art Direction, Copywriting
VW Matchmakers Video
It all started with a video for use on traditional broadcast and online. The spot was well received and even promoted on jalopnik.com.
Print Advertising
Through strategic placement in select publications we started to drive affinity. This led to an increase in dealership foot traffic.
Find Your Perfect Match Microsite
To increase engagement online we developed an online quiz that used playful language and double entendre to delight and intrigue.
Out-Of-Home
We continued to build our relationship in high commuter traffic areas.
Dealership Level Love
We encouraged compatibility at the dealership by making signage that brought our models to life with unique personalities.
Social Romance
Finally, we amped up the amore factor on Facebook with a series of posts that helped our models seduce car buyers.