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Volkswagen’s distinctive approach to advertising can be traced back to the 1950s and the famous ‘Think Small’ campaign for the Beetle. Rather than hiding the car’s compact dimensions, the campaign embraced them with the self-deprecating humour that would become a hallmark of Volkswagen advertising.
Over the decades, Volkswagen has continued to produce campaigns that stand out.
In 2005, the memorable ‘Singin’ in the Rain’ advert helped introduce audiences to the Golf GTI, while the 2011 ‘The Force’ campaign for the Passat featured a young Darth Vader and went on to become one of the most-watched Super Bowl commercials of its time.
The latest chapter in that history is YourVolkswagen, a campaign developed with Bernbach that moves the focus away from individual models and offers and onto the people who drive them.
Real Volkswagen owners and their stories became the stars of the campaign across advertising, social media, retailer communications and customer engagement.
The idea reflects the meaning behind the Volkswagen name itself, which translates from German as ‘the people’s car’.
From long-standing owners and enthusiasts to Volkswagen clubs and online communities across the UK, YourVolkswagen celebrates the connection people have with their cars and the wider Volkswagen brand.
The approach has now been recognised with a Silver Effectiveness Award from the IPA.
The campaign helped Volkswagen achieve record levels of brand likeability and trust in the UK, while positive sentiment across social media increased to more than three times its usual level.
Some of the Volkswagen owners featured in the campaign also attracted wider attention, including Luke, the owner of an original Herbie Love Bug, whose story went on to be featured by mainstream media.
Sarah Cox-Thornley, Head of Marketing at Volkswagen UK, said the campaign had focused on authenticity from the beginning, highlighting genuine Volkswagen customers and the enthusiasm surrounding the brand throughout the UK.
The Institute of Practitioners in Advertising (IPA) is the professional body representing advertising, media and marketing communications agencies across the UK.
Its Effectiveness Awards are among the advertising industry's most respected accolades, recognising campaigns that demonstrate measurable real-world and commercial results alongside creative excellence.
The Silver Effectiveness Award for YourVolkswagen therefore represents more than creative recognition. It demonstrates the impact that putting genuine Volkswagen customers and their experiences at the centre of the campaign has achieved.
From the Beetle’s ‘Think Small’ campaign to Golf GTI advertising and the latest YourVolkswagen stories, Volkswagen has built a long history of doing things differently.
More than 50 years later, the approach continues to evolve, but the focus on personality, creativity and people remains.
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