VW has aimed its sights on the younger consumers. The brand is trying to justapose a young-skewing, value-oriented messages, although their modles tend to be priced in the near-premium range.
MediaPost Publications – VW Takes A Stab At Polling To Engage A Younger Consumer – 04/30/2008
Volkswagen of America, Inc. has been supporting its populist “give the people what they want” tone with an interactive campaign.
The national polling program via GfK Roper Public Affairs and Media isn’t about politics, but rather about preferences. The effort supports VW’s ad platform, “Das Auto,” featuring a talking vintage Beetle. It allows people to vote online and via mobile, and also to enter issues on which to vote. The effort is centered at vw.com/whatthepeoplewant.