As part of Volkswagen’s global brand reboot, UNIFORM was tasked to conceptualise and manage a campaign featuring different personalities to communicate the brand’s new direction.
The #VWithPurpose campaign was conceptualised at the height of the Covid-19 pandemic. As such, while we understood the brand’s objectives about increasing awareness and sales, we believed that the campaign needed to be more meaningful than just a sponsored post by an influencer. #VWithPurpose is Volkswagen’s way of giving back to the communities and individuals that have been doing good, and raise awareness about issues brought to light by the virus. The campaign empowers four key opinion leaders (KOLs) to support the communities and causes they care about. Four key areas of need were proposed: the F&B industry; food security/sustainable farming; animal welfare; and the arts.
Our campaign for Volkswagen won Gold under the Most Creative—Influencers & KOLs category in Marketing Interactive’s MARKies Awards 2021.
May–September 2020
KEY VISUAL & INSTAGRAM STORIES
UNIFORM designed the key visual for the campaign that was used on the campaign website and across ads. We also created a series of interactive Instagram Story artworks that were posted by both Volkswagen and the KOLs as a lead up to the campaign launch.
TEASER CONTENT
We kickstarted the campaign with a series of teaser videos on Volkswagen’s Facebook and Instagram that revealed the new brand logo. The two layers of the teaser artworks—transitioning from a surreal collage of an eclectic mix of seemingly random elements, to an easily recognisable secondary layer made up of snapshots of parts of everyday life— comprise different forms of purposes, interests, and passions, including the KOL pillars.
KOL COLLABORATIONS
UNIFORM curated and proposed the KOLs for this campaign—eventually, Sam Lo (the arts), Edible Garden City (sustainable farming), Cat Welfare Society (animal welfare), and Beng Who Cooks (F&B) were our chosen collaborators. We managed these KOLs throughout the project and helped to manifest the collaboration both online and on the ground.
A car was loaned to each KOL for their use, to further their purpose. UNIFORM designed the car decals for Cat Welfare Society and Beng Who Cooks, and oversaw the designs done by Sam Lo and Edible Garden City.
CAMPAIGN PHOTOGRAPHY
We photographed each of the KOLs with their cars around the streets of Singapore, showing how the cars helped to further their purpose.
Sam Lo x Volkswagen Tiguan
Edible Garden City x Volkswagen Passat
Cat Welfare Society x Volkswagen Touran
Beng Who Cooks x Volkswagen Golf
COPYWRITING
We interviewed each of the KOLs for the Volkswagen website.
DESIGN
We also designed a series of carousel posts, with a mix of campaign images and the KOLs’ own images, to share information about the car features.
Each KOL had a short pop-up or activation in the Volkswagen showroom to drive traffic to the store. Beng Who Cooks created a one-off dish for Volkswagen, selling seafood rolls to raise funds for their Beng Who Cares Foundation, while Cat Welfare Society brought their Cat Mama Shop, along with some special furry guests, to the Volkswagen showroom for one weekend.
Sam Lo showcased their design, featuring their artwork alongside other local artists, through an installation in the showroom. UNIFORM managed this aspect of Sam’s collaboration.
Edible Garden City transformed the boot of the Volkswagen Passat into a mobile gardening station, and introduced some edible plants to the showroom. UNIFORM consulted on EGC’s showroom display.
