VW: Keeping Up With the Kremplers
Volkswagen needed to reinforce its value proposition to a broad audience, positioning its vehicles as a financially intelligent choice. The goal was to show how choosing VW enabled consumers to afford more, challenging the perception that status required expensive purchases.
Creative Idea
A neighbor bought a VW and many items for the same cost as an expensive car.
Volkswagen cleverly leveraged the "keeping up with the Joneses" trope, demonstrating its superior value by contrasting a neighbor who bought a VW and many household items for $3,000 with another who bought only an expensive car for the same initial investment, proving smart spending leads to more.
Creative Strategy Deconstructed
Company
Volkswagen's brand strength was its reputation for delivering exceptional value and affordability in its vehicles.
Category
The automotive category often promoted luxury and status, focusing on high-priced vehicles as symbols of success.
Customer
Customers desired smart purchasing decisions, wanting to maximize their spending power and avoid buyer's remorse.
Culture
The cultural phenomenon of 'keeping up with the Joneses' created a relatable tension around material possessions and perceived status.
Company
Volkswagen's brand strength was its reputation for delivering exceptional value and affordability in its vehicles.
Category
The automotive category often promoted luxury and status, focusing on high-priced vehicles as symbols of success.
Strategy:
Demonstrate superior value by contrasting the tangible benefits of smart spending against superficial status.
Customer
Customers desired smart purchasing decisions, wanting to maximize their spending power and avoid buyer's remorse.
Culture
The cultural phenomenon of 'keeping up with the Joneses' created a relatable tension around material possessions and perceived status.
Strategy:
Demonstrate superior value by contrasting the tangible benefits of smart spending against superficial status.
Strategy Technique
Exaggerate to Reveal the Truth
The campaign exaggerated the number of items one could acquire alongside a VW for a modest sum, dramatically revealing the truth about the brand's exceptional value proposition.
Explore Technique
Creative Technique
Compare & Contrast
The campaign directly compared two neighbors' purchasing decisions, highlighting the stark difference in what $3,000 could buy - a single expensive car versus a VW and numerous other goods.
Explore Technique
