I love this campaign. It’s so beautifully Volkswagen albeit with a less humorous tone of voice from the normal VW work. It actually made my eyes get a tiny bit sweaty watching the old Kombi drive off into the sunset, not an easy thing to do for a film about an old piece of steel and aluminium!
From a strategic point of view, it taps into the fondness that millions share for the iconic Kombi, and the idea of creating a last will and testament for a car is a powerful yet simple one. The execution is flawless, and the content they’ve created is rich and immersive, from the films to a hard cover coffee table book that you can order online.
Just from watching the case study, it appears as though the campaign only came about due to the global outpouring of emotion that greeted the news of the Kombi’s demise. If that’s the case, VW have demonstrated yet again what savvy marketers they are and why agencies all over the world would give their left hubcap to be on their roster!
You can watch the Kombi campaign here