In France, on the car servicing &maintenance market, competition has got tougher and tougher, from ten years, with many new brands offering cheap prices.

That is why Volkswagen Servicing & Maintenance wanted to insist on the high quality of their work, in order to keep their usual clients (Volkswagen car owners), and to gain new ones (other car owners).

The production budget was 30,000€.

The campaign has been run from March 2020 on a national scale: 3 waves of mailings-emailings sent to 2 million clients in France, added to digital banners and posts on social networks, press ads (magazines and newspapers such as Challenges or L’Équipe), billboards and posters (JC Decaux Outdoor Network 3200 x 2400 mm + in-store posters at Volkswagen dealers, in different sizes: 6 X 3 meters ad canvas, flat screens inside the store, etc).

It is well known since the Fifties: you can rely on a Volkswagen. It lasts long. We have just reminded everyone that it can even last longer, thanks to Volkswagen Servicing & Maintenance.

The execution itself was quite clear and simple, as every poster should be. Each visual was showing a futuristic landscape (city or countryside), in which you could notice an “intruder”: a vintage Volkswagen vehicle (either the worldwide famous Beetle, the Camper Van or the mythical Golf of the Eighties). The line was just saying: “Volkswagen Servicing & Maintenance.”

3D illustration is a long process that involves a lot of different talents. More than 1200 hours were necessary to craft these visuals, starting with a lot of sketches, using a simple pencil and a lot of paper to find the right composition. Visual development is also a key step, especially when you have to imagine what the future will look like. We didn’t want to create a world too artificial or distant, so we chose a retro-futuristic style, which helped us preserve a more realistic feeling. All the different elements were designed to fit altogether in this new world: vehicles, buildings, roads, characters, animals, robots. Each element was then modeled and placed in a 3D scene just like in a real set, where we defined the camera angle and the lightning. Rendering, textures, and compositing slowly gave life to the whole picture. Last but not least, finalization was made

During the whole campaign, sales increased by 8 %.

A pretty good result, considering the global lockdown in France,

that has impacted a part of the year.