Price, premiums and discounts are a common norm in the automotive market when making a purchase decision. VW, on the other hand, wants to convince its customers with arguments. "We want to be perceived as a leader in the field of quality," explains Head of Marketing Bruno Ueltschi. Together with VW Commercial Vehicles Switzerland, the communications agency ViznerBorel has worked out the brand's future strategic orientation and communications platform with this in mind. In workshops, a sustainable differentiation of the positioning has been found, with which the defined core values are now to be transported.
 

With the claim "The best investment", VW Commercial Vehicles will in future present itself strategically both internally and externally. A positioning that, on the one hand, pays off on the reliability and economy of the vehicles and thus on the business factors. On the other hand, it is also the best investment in the employees, in a reliable partnership, in ecological commitment and thus overall as the best investment in the future.

ViznerBorel, the long-standing agency of VW Commercial Vehicles Switzerland, has created a new campaign for this. It is based on the legendary campaign for the VW Beetle by DDB, where Bill Bernbach made advertising history in 1968 with the claim "It runs and runs and runs". At Vizner- Borel, this is now cleverly adapted to commercial vehicles: "It works and works and works." And because this can easily last for decades with the quality of a VW commercial vehicle, the creatives have "parked" the vehicles in their subjects in a correspondingly distant future.

The results were extremely elaborate implementations that were realized with the help of specialists: In close collaboration and under the direction of ViznerBorel, concept artists "built" individual buildings, entire sceneries, flying drones, impressive landscapes and new worlds. In the process, they succeeded: The scenes are set in the future, but still allow us to recognize our familiar Switzerland with a bit of a wink, which comes into its own especially in the TV spot with the view of Lake Zurich from Horgen in the direction of Pfäffikon.

For the shooting of the four subjects as well as the filming, a female android as well as the tools and machines were built in 3-D respectively in original size and all outfits were specially designed and sewn for the models. The photographed material was integrated by the Carioca company in Bucharest with the worlds created in 3-D programs. The film scene with a dialogue between the driver and the android was first shot in the studio by Manifesto Films Zurich, then combined with the future world created in the computer. The film was directed by Reto Salimbeni.

The four print subjects visualize four series in typical areas of application for the number 1 among light commercial vehicles: assembly and service, gardening, logistics and construction. The ideas were subjected to a pre-test among the target group. The customers "obviously wanted to trust VW as far as the idea of a future is concerned," says Guillaume Borel. But the CD is also convinced that such a campaign "can only be presented credibly by the number 1.
 
Andreas Panzeri

Price, premiums and discounts are a common norm in the automotive market when making a purchase decision. VW, on the other hand, wants to convince its customers with arguments. "We want to be perceived as a leader in the field of quality," explains Head of Marketing Bruno Ueltschi. Together with VW Commercial Vehicles Switzerland, the communications agency ViznerBorel has worked out the brand's future strategic orientation and communications platform with this in mind. In workshops, a sustainable differentiation of the positioning has been found, with which the defined core values are now to be transported.
 

With the claim "The best investment", VW Commercial Vehicles will in future present itself strategically both internally and externally. A positioning that, on the one hand, pays off on the reliability and economy of the vehicles and thus on the business factors. On the other hand, it is also the best investment in the employees, in a reliable partnership, in ecological commitment and thus overall as the best investment in the future.

ViznerBorel, the long-standing agency of VW Commercial Vehicles Switzerland, has created a new campaign for this. It is based on the legendary campaign for the VW Beetle by DDB, where Bill Bernbach made advertising history in 1968 with the claim "It runs and runs and runs". At Vizner- Borel, this is now cleverly adapted to commercial vehicles: "It works and works and works." And because this can easily last for decades with the quality of a VW commercial vehicle, the creatives have "parked" the vehicles in their subjects in a correspondingly distant future.

The results were extremely elaborate implementations that were realized with the help of specialists: In close collaboration and under the direction of ViznerBorel, concept artists "built" individual buildings, entire sceneries, flying drones, impressive landscapes and new worlds. In the process, they succeeded: The scenes are set in the future, but still allow us to recognize our familiar Switzerland with a bit of a wink, which comes into its own especially in the TV spot with the view of Lake Zurich from Horgen in the direction of Pfäffikon.

For the shooting of the four subjects as well as the filming, a female android as well as the tools and machines were built in 3-D respectively in original size and all outfits were specially designed and sewn for the models. The photographed material was integrated by the Carioca company in Bucharest with the worlds created in 3-D programs. The film scene with a dialogue between the driver and the android was first shot in the studio by Manifesto Films Zurich, then combined with the future world created in the computer. The film was directed by Reto Salimbeni.

The four print subjects visualize four series in typical areas of application for the number 1 among light commercial vehicles: assembly and service, gardening, logistics and construction. The ideas were subjected to a pre-test among the target group. The customers "obviously wanted to trust VW as far as the idea of a future is concerned," says Guillaume Borel. But the CD is also convinced that such a campaign "can only be presented credibly by the number 1.
 
Andreas Panzeri