Reviving A Pop Culture Icon Of A Bygone Era – The Classic Volkswagen Transporter

Reviving A Pop Culture Icon Of A Bygone Era – The Volkswagen Classic Transporter

The classic Volkswagen Transporter is a van most millennials wished they drove today; this is seen in the numerous blog posts and pin boards across social media. Although Volkswagen has stopped production, it is one of the most cherished vehicles in its category. This classic beauty has represented the true spirit of adventure back then by establishing an iconic position in pop culture and counter culture movements. Just one look at the vehicle makes you want to call up a few buddies, head on a road trip and just travel.

In the past, Volkswagen has positioned the Transporter as the best family car, highlighting its spaciousness. But, re-launching the vehicle would mean going beyond its vehicular specifics. The Transporter appeals to a specific time in ones life, it represents the personality of the driver and his/her passion for travel. This is why we feel that targeting a younger audience who seek identification, who wanderlusts, who take their travelling adventures seriously is perfect. Moreover the capacity of the vehicle to accommodate more would imply double the friends, double the fun times together which is something that our target closely seeks to achieve. This campaign aims at fostering the road tripping culture and reintroducing The Volkswagen Transporter as the enabler of fun times on the road, where the journey is the destination.

Volkswagen Transporter print ads have been as iconic as the vehicle; thus writing for such a significant brand is a challenging task.  Advertising has evolved a fair deal since those classic ads & today appealing to the younger crowd is much more than just print ads. You have to be able to get across the message quicker. Millenials seek brand experience; the more they are able to interact with a brand message the more likely they are to adopt the brand. Knowing the same, we chose to re-launch the Transporter across traditional and digital mediums frequented by our target audience.

We tackle the launch in three phases:

1. Our pre launch, with teaser campus posters and activities would give our target first hand experience of the Transporter, which will then be carried forward via Facebook and Pandora to recruit passionate adventure seekers to apply for position on our first one of a kind Summer Adventure Tour on a website.

2. The activity will garner digital buzz once the event is in action from the participants.

3. Finally, during the actual launch, our print executions intend to capture the occasions when having a Transporter means a more fulfilled adventure experience. The entire campaign is targeted bringing back the true spirit of adventure with the Transporter.

We think this relaunch would be really successful because we ourselves, as the target, felt the urge to immediately embrace the brand. As a generation, the very idea of travel implies freedom, breaking away, getting lost only to find ourselves, our passions, our callings. The personal, yet identifiable tone, will get our target to relate to the experiences.  The tagline has an inviting tone to it, which is an invitation to embrace the adventurer in you & ‘Wander Away’ – because not all those who wander are lost.