VW is to launch a major e-mobility marketing campaign focusing on the ID. model on May 8th – a year before its launch. The key theme of the campaign will be ‘eManifesto: ID. Volkswagen, just electric’. This will be shown on the day of the DFB cup final in Berlin on May 25. VW says it will “electrify” more than 50 percent of the advertising space available in the German capital.
The highlight of the campaign will be the world premiere of the ID. at the IAA International Motor Show in Frankfurt. VW says the media budget for the campaign in Europe will run well into the double-digit million euro range.
“For the fundamental transformation of Volkswagen towards e-mobility that we are currently accomplishing, we need an entirely new marketing approach,” says Jochen Sengpiehl, Chief Marketing Officer of the Volkswagen brand.
He adds: “This is why we have not adopted a conventional market launch strategy for our ID. We are starting much earlier than usual and not only talking about the project. We are concerned with communicating a new movement. Volkswagen is now making e-mobility fit for the masses. This will be signaled by the claim of our campaign: “Now you can.”
The eManifesto campaign is to be used in eight EU countries (Germany, Italy, France, Spain, the UK, Sweden, Poland and Ireland).