A new advertising campaign by Volkswagen Fleet Services was recently launched. Titled “We're with you all the way,” this campaign wants to make consumers realize that Volkswagen can simplify their fleet life. It also wants to please those who see this campaign in the major fleet publications. Volkswagen did some research and found that the fleet manager's role has become more complex.
Since fleet work affects HR, asset management and operations departments, it means that those who are in charge of company cars are actively looking for guidance and information to help in the management of what’s typically the most expensive asset after its staff.
Volkswagen wants to be seen by fleet managers to be a helpful brand that’s trustworthy, dependable, truthful and real. When asked about the new campaign, Rob Taylor, Fleet Marketing Manager for Volkswagen Fleet Services, said that the automaker seeks to build on its relationship further with fleet managers. It also wants to understand the complexities of the daily challenges of their role. He said that the ads portray the funny side of Volkswagen Fleet.
An ad in the campaign shows a Volkswagen fleet expert making an appearance in a filing cabinet, giving advice to an overworked fleet manager. Humor has long been a side to Volkswagen that consumers have always liked about the brand.
Taylor also said that due to online facilities, the administrative tasks have been somewhat lightened but he believes that sometimes, the personal touch makes a whole lot of difference. He explained that VW wants to remind people that who they’re dealing with are as valuable as the company.