Driven by Love - Volkswagen Celebrates Mother’s Day
Service
Campaign Management
Client
Volkswagen, Abu Dhabi
Industry
Automotive
Target Audience Profile
We crafted this campaign specifically for families in the UAE, including both local residents and the diverse expat community. Recognizing the shared value of Volkswagen as a reliable family car, we aimed to celebrate the love and dedication of mothers. The campaign focused on this core audience segment, highlighting how Volkswagens can be a partner in creating lasting family memories.
Campaign Strategy
This campaign had two key objectives:
- Maximize Brand Awareness: We aimed to significantly expand Volkswagen’s reach by collaborating with social media influencers and leveraging their established audiences. Additionally, paid advertising strategies were employed to further amplify the campaign message.
- Foster Emotional Connection: Recognizing that many dealerships in the UAE focus on high-end, polished content, we took a different approach. We believed Mother’s Day presented a unique opportunity to create organic content that resonated with families. This meant prioritizing natural human interaction and genuine moments within the influencer-produced content.
Impact
The campaign emphasized genuine connections as crucial for social media campaign success. Individuals, including influencers and followers, were key to Volkswagen Abu Dhabi’s Mother’s Day event, fostering an authentic community celebration.
View the reels on VW’s instagram: Linked here.
