Volkswagen tackle perceptions around cost of ownership in new online campaign

Volkswagen Group Australia has teamed up with DDB Sydney to launch a new online aftersales campaign which attempts to tackle the perception that owning the brand of car can be expensive.

The campaign features a Volkswagen representative testing what people will believe, asking such questions as ‘Do you know the cost of Volkswagen service will be more if you have blonde hair?’ and ‘did you know the cost of servicing a Volkswagen triples if the car is red?’

DDB Group Sydney executive creative director Dylan Harrison said in a statement: “The idea for this campaign was in the problem. Without knowing the facts, people believe Volkswagens are expensive to run and maintain. We wondered what else are people prepared to believe and wanted to deliver it with the trademark Volkswagen understated humour.”

The online campaign is supported with targeted banner placements and support material rolled out across the dealership network.  

Volkswagen Group Australia parts sales and marketing manager David Brown said in a statement: “We are confident this campaign will help change people’s perceptions around the high costs associated with owning a Volkswagen. DDB helped us translate this objective into an impactful online campaign.”

The campaign runs until the end of March.

DDB Sydney also worked on last year’s Volkswagen Family campaign and the ‘I did it my way’ campaign for the Volkswagen GTI.


Agency: DDB Sydney

  • Executive Creative Director: Dylan Harrison
  • Creative Group Heads: Steve Hall/Dan Seager
  • Art Director/Copy Writer: Richard Grey/Jeff Galbraith
  • Designer: Domenic Bartolo
  • Head of Broadcast Production: Brenden Johnson
  • TV Producer: Gabriella Singh
  • Art Buyer: Leesa Murray
  • Managing Partner: Nicole Taylor
  • Account Director: Stuart Baillie
  • Account Manager: Harry Mountier
  • Planner: Russ Mitchinson
  • DoP: Kurt McCann
  • Editor: Matt Eastwood

Media agency: Mediacom

Volkswagen Group Australia:

  • David Brown – Parts Sales & Marketing Manager
  • Sebastien Bureau – Product Manager Parts

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