Volkswagen Fleet Services has launched a new advertising campaign, called ‘We’re with you all the way’. Not only is it designed – as it says in the strapline – to portray Volkswagen as the manufacturer that can make your fleet life easier, it’s also aiming to put a smile on the faces of those who see it in key fleet publications.
Research by Volkswagen has made clear that the fleet manager’s role is becoming increasingly complex. And with fleet work now having an impact on HR, asset management and operations departments, it means that those responsible for company cars are actively looking for guidance and information to help them manage what is likely to be their second most expensive asset after staff.
Fortunately, help is at hand. Volkswagen is seen by fleet managers as a brand that is trustworthy, reliable, honest and genuine, so the new campaign positions Volkswagen Fleet Services as the manufacturer that is trying to make fleet managers’ lives a little bit easier.
Commenting on the campaign, Rob Taylor, Fleet Marketing Manager for Volkswagen Fleet Services, said: ‘We’re delighted to be launching this new campaign which further builds on our relationship with fleet managers and understanding the complexities of the day-to-day challenges of their role.’ He continues: ‘The ads play on the humorous side of Volkswagen Fleet, a side which over the years we have become renowned for within the industry.’
One execution of the campaign shows a Volkswagen fleet expert appearing in a filing cabinet, offering advice to an overworked fleet manager. Humour – as mentioned previously – comes as standard!
Rob continues: ‘On-line developments have alleviated the administrative burden in many areas, but sometimes it’s the personal touch which makes the difference. We hope it will make people smile and remind them that the people you’re doing business with are just as important as the company.’
The campaign will run in fleet-specific publications until the end of May and online until the end of the year.