olkswagen is launching the TV spot for the new Arteon this week to accompany the market launch in Europe, marking a highpoint in the international marketing campaign for the new fastback model. The campaign focuses on the car’s emotional design and its modern technologies. It includes print ads and comprehensive social media and retail measures as well as the TV spot. The content of the Arteon microsite will also be significantly expanded.
“The new Arteon is an important model for the Volkswagen brand. It offers premium design and premium technology at the attractive price of a volume brand, so it epitomizes the positioning of our brand. The campaign addresses these aspects and centers on the emotional design and the modern assistance systems”, Jürgen Stackmann, Volkswagen brand Board member for Sales, said.
The main theme of the TV spot is the new automatic distance control with predictive speed control that automatically adjusts to speed limits. Two speed enforcement officers try to catch the Arteon for speeding by lowering the speed limit and are perplexed to discover the car still manages to keep exactly within the permissible limit.
The arteon.volkswagen.com microsite provides a digital experience of all campaign elements. Emotional photos and videos of the new Arteon posted on the social media channels Facebook, YouTube, Instagram and Pinterest are aimed at the target group. Close-ups, full views, panoramas and videos present the exterior, special design features and the new infotainment system. The creative agency responsible for the campaign is Grabarz & Partner.
