VOLKSWAGEN ADVANCED CONNECTIVITY CELEBRITY-DRIVEN MARKETING CAMPAIGN







Published by Gerald Ferreira Date: September 17, 2015
Categories: Volkswagen, Volkswagen Technology News

  • First brand to offer all three major smartphone integration platforms; available on virtually every model and nearly every trim
  • Highlights App-Connect, a new technology which makes compatible smartphone integration seamless through Apple CarPlay®, Google Android Auto™, and MirrorLink®
  • Multimedia Campaign stars Hollywood celebrities Michael Peña, Adam Scott and Christopher Mintz-Plasse

Herndon, Va. – Volkswagen of America, Inc. today announced the release of a new advertising campaign that highlights the brand’s all-new infotainment system, MIB II, and its advanced smartphone integration technology, App-Connect. As part of Volkswagen’s available Car-Net® suite of connectivity offerings, App-Connect allows for seamless integration of compatible smartphones across Apple CarPlay®, Google Android Auto™ and MirrorLink®; making it the first automaker to do so.

The campaign kicks off with two 30-second television commercials, titled “Party” and “Sorry” starring Adam Scott, Michael Peña and Christopher Mintz-Plasse. In each spot, the celebrities navigate App-Connect by utilizing voice commands, the vehicle’s touchscreen, and steering wheel controls. The relatable and comedic spots ultimately bring to life the campaign’s slogan, “The things you love on your phone, available on 11 Volkswagen models.”

“With Volkswagen’s App-Connect, consumers will find one of the most innovative and comprehensive suites of smartphone connectivity, available in the majority of our vehicles,” said Vinay Shahani, vice president, Marketing, Volkswagen of America, Inc. “Our new campaign humorously shows how Volkswagen App-Connect allows drivers to access their favorite smartphone functions in a simple and seamless way.”

The campaign, created in partnership with agency of record Deutsch, includes a series of digital and social media advertisements. The television spots and social videos have all been created to highlight the brand’s advanced smartphone integration technology, while reflecting current social media trends.

The new App-Connect system creates seamless integration of compatible smartphones, via three interfaces—Apple CarPlay®, Android Auto™, and MirrorLink®. Offering new levels of convenience and integrated with Volkswagen’s available second-generation MIB II infotainment system, App-Connect allows drivers to stay connected to information from their smart devices, while remaining focused on the road ahead.

App-Connect will be available on more than 75 percent of 2016 Volkswagen models sold in the U.S. The 2016 Tiguan and Golf R are the first two models to offer the new technology and are already available at Volkswagen dealers nationwide. The only 2016 Volkswagen models that will not have the technology available are the Touareg and the Eos.

To view the “Party” spot and more please visit https://youtu.be/2glN6bdfcw8.