Always On a Roll

Volkswagen has always been synonymous with reliability – solid, German engineering, at a price regular people can afford. A real value-for-money proposition. But, with increasing competition in the B2B market, Volkswagen Commercial Vehicles Denmark has faced challenges in defending its previously unchallenged position.

Together with Twenty, a brand consultancy and creative studio operating out of Copenhagen, they’ve developed a new brand platform – Always On a Roll – designed to remind the audience why Volkswagen Commercial Vehicles are the ultimate choice for small business owners.

The insight is simple. Small business owners are particularly vulnerable to disruption to their business and face the risk of significant setbacks due to unpredictability in their operations. If the wheels don’t turn, they don’t earn.

To bring the platform to life, Twenty and Volkswagen Denmark launched two brand films with the same simple message: No matter what business you’re in, we understand the importance of a reliable car. And to deliver the message, they went bold, infusing the creative with workshop humour and spirited charm.

"We know how important it is for business owners to have a reliable car that can keep up with their busy workday. We wanted to emphasize this with a humorous approach that will hopefully help us remain top-of-mind with the target audience.” says Co-Founder and Creative Director at Twenty, Farah Dib and continues:

“With these films, we use bizarre scenarios to demonstrate the reliability of Volkswagen Commercial Vehicles. Executions that, with a touch of humor, borrows from well-known film genres to build both suspense and comedy—cementing the idea that no matter what business you're in, we understand the importance of a car you can rely on.

In the first brand film, Hippo, we meet two characters, tropical landscapers, facing unexpected challenges in a safari park. Unbeknownst to them, it’s hippo mating season. The narrative takes us on a wild escape through the safari park to overcome an ever so bizarre, and unexpected hurdle – a horny hippo on course towards their Volkswagen Caddy. Will it be able to take the ride?

The campaign was followed up by a second brand film, this time centered around a group of gangsters in the midst of a big value deal taking place in a dingy underground car park. All goes according to plan, until the big boss realises his inexperienced companions have received the deal money in coins. Lots and lots of heavy coins, stashed in seemingly endless bags. Will the car be able to take the weight? Will they be able to load the car and get away before the police arrive?

Both campaign films shows frustrating and hilarious struggles, before their trusty Volkswagen ID. Buzz Cargo gets them on the road again. Phew! The platform didn’t just prove to small business owners, that they can rely on Volkswagen when shit hits the fan, it also put a smile on their faces – a surefire way to get results.