Cannes Lions

Those Guys

JOHANNES LEONARDO, New York / VOLKSWAGEN / 2023

Film

Overview

Entries

Credits

Overview

Background

As a latecomer to the SUV category in the USA, VW lags behind competitors when it comes to awareness and consideration. Competing against larger brands and outsized budgets meant we had to be strategic in our approach. We chose to focus our efforts on a key consideration driver when it comes to buying an SUV - safety - which is also a VW strength.

Market a mindset, not a model, to breakthrough and drive consideration with SUV shoppers who share our mindset.

As a challenger brand in the auto category with only 2-3% SUV market share, we decided to think about what buying a VW said about our drivers. Choosing VW is a markedly unique choice that reflects someone who’s willing to stand out from the crowd. While most people focus on their own personal safety, VW drivers think differently - not solely concerned about themselves, but also about those

Execution

To paint the picture of what makes VW drivers different we told the story of those who are considerate of others, like our VW drivers, and a guy who is not. Ironically, no car can distinguish between the two. Even though sometimes, we may wish it could.

In the film “Those Guys”, we follow a thoughtless buffoon leave a wake of disgust in his aimless wander around town proving just how the Volkswagen Atlas’ safety features keep everyone safe, even Those Guys.

Outcome

Our breakthrough approach contributed to a 7pp rise in consideration for the Atlas in Q4 2022, exceeding the competitor average. (14% -> 21% “definitely would consider” among large SUV intenders. Source: Harris Brand Affinity Q4 Report)

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