Volkswagen damage control - social responsibility (Uni Project )

1. VOLKSWAGEN
Yalchan Beydzhet
ID: 21257724

2. CAMPAIGN SUMMARY
• The central campaign focus
• I mostly focused on not apologising for the scandal but to make a note of it and trying
to turn it around and win back the trust of the people.
• Key aspects of creative unit 1
The whole campaign is to show that failure is not a bad thing as long as we learn from
it. I was not able to use ‘’sorry’’ in the campaign , that’s why I used the slogan ‘’ Failure
is the first step to success’’.
• Key aspects of creative unit 2
• Following the slogan that was the core of the campaign, I tried to show 3 fails in a
family life ( because Volkswagen wanted to show it is a family car) and how people
learned from it and it was for the best.
Volkswagen made a mistake lying about their emissions for year and
when the truth come out they lost a lot of customers. With this
Campaign they will try to get back the lost trust with their consumers.

3. CAMPAIGN SUMMARY
• Key aspects of creative unit 3
• The mountain in the campaign was a symbol to life – you start from the bottom
and slowly you climb to the top. To make it clear I put the winner’s podium in the
mountain so the viewer can see that Volkswagen is on the way back to the top.
• Future evolution of campaign
• I think without apologising the campaign will win back the trust of it’s consumers
and reassure them that as humans it is ok to make mistakes as long as we learn
from them.

4. TV COMMERCIAL

5. TV COMMERCIAL

6. FULL PAGE AD (GUARDIAN)

7. PRINT ADVERTORIAL – METRO UK
The Text on the ad will be :
As human beings, all of us are not
protected of making mistakes. But is that
really a bad thing? Making mistakes is part
of the learning process. That is why, we in
Volkswagen, believe that as long as we
learn from it, failure would be the first step
to success. Now we work harder than ever
and we are determined to not let our
mistake define us and with our new car
range you can deliver your family a safe
and comfortable ride. Because your family,
is our family and we won’t nothing but the
best for you.

8. THANK YOU FOR YOUR
ATTENTION