The campaign, called Let’s Go To Work, is designed to broaden the appeal of VW CVs to a business consumer who is increasingly looking to justify their choice of van on business grounds only.
As such, it features the CV van business as a whole including sales, aftersales, service, finance and network, not just the vans themselves.
Simon Pride, board account director at RLA Group, who worked on the campaign with Volkswagen, said: “This is more than a campaign. It represents a whole new attitude and proposition for commercial vehicles in the van market.
“It’s more customer focused, more competitive and more business like than previous campaigns. The Let’s Go To Work platform demonstrates Volkswagen CVs’ renewed commitment to the business.”
The campaign will run nationally on posters and in the national press, trade magazines, through local marketing initiatives and on the internet.