Voice of Volkswagen-ers

Volkswagen has been in Taiwan for nearly half a century. However, Taiwanese audiences were having doubts about the brand, turning to online forums, reviews, and gossip for information. Therefore, Volkswagen needed to reinvent its brand image and win over the hearts of its Taiwanese customers.
Instead of claims originating from the brand itself, Volkswagen presented “Voice of Volkswagen-ers” to deliver that when buying a car, it’s better to listen to the owners.

Through 3 strategic elements with cross-media application, including outdoor, broadcast, exclusive Yahoo TV Channel, Yahoo portal site, social platforms, and physical activities, we strategically matched branded content and leveraged it with Yahoo DSP to precisely reach high-quality potential consumers and aroused positive responses from netizens. We successfully sparked consumer interest and transformed brand perception for Volkswagen Taiwan.