From 23 September the new up! will arrive in the showrooms of German Volkswagen partners. The accompanying marketing campaign starts today in Europe with a TV commercial and print advertisements. It is deliberately aimed at the vehicle’s young target group and has a fresh approach, for example with an innovative 360° video. This will be shown on volkswagen-up.com and the social media channels and presents the cooperation with BeatsAudio™ very dynamically.
“The young target group of the new up! always has a smartphone with them. This is why connectivity features such as the “maps + more dock” for connecting the smartphone with the vehicle are right at the top of our list of priorities. The look & feel of the up! has also become much fresher and offers more scope for individualisation, for example different “dashpads” for colourful highlights in the interior or cool paintwork with the roof in a contrasting colour. In this way the car can be tailored to suit its owner’s character”, says Jürgen Stackmann, Board Member for Sales and Marketing for the Volkswagen Passenger Cars brand.
In the TV commercial the new up! is presented as a dynamic city runabout which enables special moments to be shared with friends – anytime and anywhere. True to the campaign motto “Live every moment.” a clique of friends is accompanied on their weekend trip together with the new up! A tag-on spot is devoted to the electric e-up!*.
The print motifs show the various up! derivatives in a trendy urban environment that suits the character of the respective model. The focus here is on the options for customisation of the appearance and selected connectivity features.
