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Volkswagen Aims To Change The World https://ift.tt/39npoKM Volkswagen is launching a campaign tonight for its ID.4 that shows how electric vehicles will change the world, but first, the world of the owner. Under the theme of “Before it can change the world, it has to change yours,” the spots show the versatility of the ID.4 and how EV adoption can change so much, starting at the individual level. The creative, from agency Johannes Leonardo, aims to be “witty and relatable,” according to the automaker. It highlights a wide range of people living with and experiencing the benefits of EV ownership through real-world scenarios. It communicates the life-improving opportunities that owning an ID.4 can bring, both to individual drivers and beyond. Viewers are introduced to specific benefits and differences of the ID.4 that are not apparent at first glance. Highlighted features, like voice-activated climate control, speak to the usability and personal connection beyond the driver, while home charging and talk of life before EVs showcase the potential shift that e-mobility can bring, like “changing the world as you sleep” (via charging the battery) and no longer having to fear running out of gas. advertisement advertisement The campaign focuses on the “incredible potential” the SUV has to make electrification relevant for all, says Kimberley Gardiner, senior vice president, Volkswagen brand marketing. “As more people realize the benefits that come with owning the ID.4, the more elements of EV democratization can become reality,” Gardiner says in a release. The 2021 ID.4 Pro is available for reservation, with the rear-wheel-drive ID.4 Pro starting at $39,995, before a potential federal tax credit of up to $7,500. The limited-run ID.4 first edition, which sold out the day the vehicle was launched, started at $43,995. A more powerful all-wheel-drive version will follow later in the year. Three spots will make their television debut tonight, as well as on digital and social channels and include “Adventure Lifestyle,” “Tech Upgrade” and “Better For Your Family.” The tagline is “the first electric SUV for everyone.” The ID.4 aims to be “the electric car for the people, offering a more approachable campaign from how other EVs have traditionally been positioned,” per the agency. It is positioned as a lifestyle upgrade — not just something for people who are eco-conscious or status-obsessed. The car is not trying to chase the early adopter, but rather to broaden the appeal of electric. The change to electric is not served up as something that one "ought" to do, but instead something one will want to do. The spots “celebrate humanity and the real emotion of the everyday while treating the viewer as an intelligent friend along for the ride,” per the agency. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH March 29, 2021 at 03:51PM
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April 2023
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