Volkswagen ID.4 EV campaign - Before it can change the world, it has to change yours
Mar 29, 2021
- New advertising campaign connects the world-changing aspects of mass EV adoption to personal life-enhancing benefits of ID.4 ownership
- Series of three vignette collections highlight specific features and benefits of owning an ID.4, all tying back to the democratization of electric driving
Herndon, VA: 3/29/2021 — To celebrate the launch of the all-new ID.4, tonight Volkswagen will debut the first in a series of short films aimed at catalyzing the mass adoption of electric vehicles. Under the recurring message of “Before it can change the world, it has to change yours,” the spots speak to the versatility of the ID.4 and how EV adoption can change so much, starting at the individual level.
In various segments, viewers are introduced to specific benefits and differences of the ID.4 that are not necessarily realized at first glance. Highlighted features like voice-activated climate control speak to the usability and personal connection beyond the driver, while home charging and talk of life before EVs showcase the potential paradigm shift that e-mobility can be.
The “Before…” campaign highlights a wide range of people living with and experiencing the benefits of EV ownership through real-world scenarios. In Volkswagen’s signature witty and relatable style, it communicates the life-improving opportunities that owning an ID.4 can bring, both to individual drivers and beyond.
“Our new ID.4 campaign focuses on the incredible potential this vehicle has to make electrification relevant for all – an eSUV that meets everyday needs and is really fun to drive,” said Kimberley Gardiner, senior vice president, Volkswagen brand marketing. “As more people realize the benefits that come with owning the ID.4, the more elements of EV democratization can become reality.”
The 2021 ID.4 Pro is available for reservation, with the rear-wheel-drive ID.4 Pro starting MSRP at $39,995, before a potential Federal tax credit of up to $7,500. The limited-run ID.4 1st Edition, which sold out the day the vehicle was launched, carried an MSRP of $43,995. A more powerful all-wheel-drive variant will follow later in the year.
“Before it can change the world, it has to change yours” is the latest collaboration between Volkswagen and creative agency Johannes Leonardo. The three-part series of films will make their television debut tonight, as well as on digital and social channels.
The three short films can be viewed via the following links:
Founded in 1955, Volkswagen of America, Inc. is an operating unit of Volkswagen Group of America and a subsidiary of Volkswagen AG, with headquarters in Herndon, Virginia. Volkswagen’s operations in the United States include research and development, parts and vehicle processing, parts distribution centers, sales, marketing and service offices, financial service centers, and its state-of-the-art manufacturing facility in Chattanooga, Tennessee. The Volkswagen Group is one of the world's largest producers of passenger cars and Europe's largest automaker. Volkswagen sells the Arteon, Atlas, Atlas Cross Sport, Golf, Golf GTI, ID.4, Jetta, Jetta GLI, Passat, and Tiguan vehicles through more than 600 independent U.S. dealers. Visit Volkswagen online at www.vw.com or media.vw.com to learn more.
About Johannes Leonardo
Johannes Leonardo was formed in 2007 when founders Jan Jacobs and Leo Premutico recognized that there is a fundamental shift happening in the way that consumers ultimately engage with brands. Backed by the "Consumer Is the Medium" philosophy coined at the agency's origin, this doctrine has guided their approach to taking on the biggest challenges facing some of the world's most influential brands, including adidas Originals, Volkswagen, MassMutual, Kraft-Heinz and EA Sports. For more information visit: www.johannesleonardo.com.
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