Volkswagen’s limited edition vehicles are called ‘Wolfsburg’ editions – named after the town containing the world’s biggest car plant where VW is headquartered. While fans of the people’s car may know this, the origins of the town name are as mysterious as the wolf itself.
For the 2017 Wolfsburg models, we created intrigue with a launch film waxing lyrical about the mythology of the wolf, ending in a humorous twist as befitting the VW tone of voice.
By focusing on the Wolfsburg sub-branding, our approach elevated the relevance to our target audience, hooking in on their desire to have the best of their favourite car brand.
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