One after the other, in chronological order, we see acronyms that represent the milestones in Volkswagen technology: ABS, TDI, EPS...

Until finally the last one appears, TLC (tender loving care), which unlike the others represents the philosophy of a brand which has always been close to its consumers.

There are places and locations in big cities which are generally perceived as being cold and impersonal (trains/train stations/pavements/subways/skyscrapers) and in which the individual is particularly sensitive to emotional, caring and warm messages. The communication concept and the media chosen are in contrast somehow, and this leads to a even greater engagement/involvement of the target audience, which in the cold impersonal context is particularly receptive to effective and personal codes.

This extensive media coverage has contributed to a great word of mouth publicity for VW. A more interactive and communicative VW brand is emerging and this is demonstrated also by the numerous on-line blogs and communities which now have this campaign as their main theme.