Volkswagen revives the good old classic cassette
Volkswagen Classic Parts
Issue 38 | March 2016
Agency
DDB Studio Brussel
Creative Team
Creative Directors Peter Ampe Odin Saillé Creative Jonathan d’Oultremont Copywriter Jonathan d’Oultremont Bart Van Goethem PR Kenn Van Lijsebeth
Production Team
Graphic designer France Cleves Benjamin Hiffe Account Team Quentin Maryns Rachel Van Nevel CRM Manager Karen Van Dyck RTV producer Brigitte Verduyckt
Other Credits
Production company Sony Music
Date
December 2015
Background
Owners of classic cars often worry that the maintenance and repair of their vehicles could jeopardise their historical character and reduce their value.
Volkswagen wanted to let owners of vintage VWs know that they could supply classic parts for their classic cars. They would not have to search for years to find authentic pieces.
Idea
In old cars, the cassette player was often an essential piece of equipment. Once music had been digitised, the cassette rapidly faded into history. In addition, the quality of cassette tapes from the 70s and 80s left much to be desired.
To let classic car owners know about the parts service, the cassette was given a new lease of life.
A list of classic VW owners was obtained with the help of the Classic VW Owner's Club and all members were mailed a brand new cassette tape featuring the best rock anthems from the 70s and 80s, when their cars were in their prime. (The distribution rights were agreed with Sony Music Belgium).
There was an offer of 10% off all parts.
Results
The campaign received impressive media coverage and was featured on several blogs, news websites and advertising blogs.
No sales results yet.
Our Thoughts
This is all about authenticity and VW showing that it understands how the owners of elderly VWs feel about their cars and the period they belong to. They love their cars because they have integrity. They would never install an up-to-the minute sound system. It would be like putting your granny in hotpants. Nor would they ever use ersatz spare parts either. This is such a reassuring message for these car nuts as well as a very empathetic one.