Volkswagen aim is to raise awareness that the company is not to just about cars but a “People’s brand” that is allegiant in everyday life. Volkswagen also believes that just by changing your perception, ordinary matters can become so much more.

The target was to not only limit it to people who have interest in cars and the Volkswagen brand but also to reach a broader audience. By deliberately executing a campaign that doesn’t include cars we aimed that more people will know that Volkswagen is a brand that stands close to daily lives of the people.

We also chose the supermarket, a very common place, to reduce the touch point between the brand and the customer.

We placed picture panels with Mr. Tanaka’s works with according pun’s for each section of the supermarket. The customers can enjoy the works like a museum as you do your daily shopping. This platform of communication, that did not include cars, raised Volkswagen’s favorableness by 25%.

Place: A Supermarket near to Tokyo Skytree.

Duration: Initially from 6th to the 16th of December 2018 but because of its popular response extended to the 25th.

A total of 1300 posts were made on social media platforms by people who showed an interest. About 65million yen for PR converted fee.

Also, from the survey held from the people who experienced the installation, 81% felt empathy in Volkswagen’s fun and humorous point of view. People who like Volkswagen went up 25% from 64 to 89.