Volkswagen
Sign then Drive
The Winter Sales period is crucial for Volkswagen dealers to clear remaining inventory and meet sales goals. For over 15 years, Volkswagen's “Sign then Drive” campaign has been successful, but there was now parody in the market.
So we needed to evolve the premise of “Sign then Drive” from a purely transactional incentive, to something that would be more meaningful to prospective VW drivers.
We put a new spin on the Sign then Drive signature thematic and reframed it so it was coming from the perspective of Volkswagen factory employees.
To execute this, we visited the Chattanooga factory to capture actual real life VW factory employees who put their heart and soul into every vehicle they build.
We featured them on all the creative in dealerships, online, and in social — reinforcing their passion and craftsmanship with personal quotes that they provided.
We signed off so you can sign on.
In our key visuals, we made the factory workers the heroes, while the product took a back seat. This put even greater emphasis on the story we were telling—establishing a stronger emotional connection with car shoppers.
We partnered with the brand team to create mini documentaries that told the stories of each of the featured VW factory employees.
And made 30 second cutdowns for TV and social.
We rounded it all off with a comprehensive Dealer POS Toolkit.
