Brand Repositioning

Against the background of Volkswagen’s new global positioning, China /Brazil was chosen as market where it would first be introduced. GREENKERN supported Volkswagen with the localisation of the newly defined customer benefits and the general adjustment of the new positioning to ensure its relevance for China.

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WRC Strategy

GREENKERN developed the Volkswagen World Rally Challenge communication strategy and steered the campaign implementation. Strong emphasis was placed on social media, including the identification and creation of tailored content for each target group (internal and external) and insight management. Greenkern conceptualised and developed the logo placed on the factory chimney after Volkswagen won the 2013 championship.

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CMO & BM Support

GREENKERN has been strategic partner of the Volkswagen Brand Management as well as the Office of the CMO since 2007. Continuously supporting both in all brand strategy and brand communication related matters, GREENKERN further helped as strategic sparring partner for ideation and inspiration sessions.

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‘People’s Car Project’

Volkswagen literally means 'The People's Car'. "The People's Car Project" campaign takes the company's name at face value and invites the people of China to design their own car by spreading and discussing their ideas on a variety of platforms. With 33 million visitors to the website and more than 119,000 ideas submitted, the 'People's Car Project' exceeded all expectations.…

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