Volkswagen is the third biggest brand in imported car market in Japan. To tackle the declining car purchase among the young generation, Volkswagen aimed to rebuild its brand image through the entry model “up!” to increase the connection with the youth to generate potential customers for the future.

As the automation of driving become available in the near future and the concept of “ownership” will be less relevant to the new generation, the strategy was focused on positioning the brand as the most desirable car to “use”, instead of purchasing cars to own.

We worked closely with Volkswagen brand team to plan digital communication to achieve this goal – creating the brand image of “Volkswagen is the car you’d want to use”, making “up!” as a hero model for this strategy.

UP! ALL NIGHT Vol.1 features four girls taking spontaneous trip to sea at midnight.

Vol.2 features a visitor from abroad taking a night drive with a unique point of view.

Vol.3 features stories of cultural influencers such as a dancer, freestyle basket baller, DJ, e-sports athlete.

Vol.4 features stories of youth who seek and immerse in extreme experiences.