The launch of ID.3
Kunde:
Volkswagen
Opgave:
- PR
Opgaven
When VW was about to launch their first fully electric car 'ID.3' in 2020, Help was hired as an advisory and executing PR partner for Volkswagen Denmark. The project was the car brand's first major step away from traditional, fossil-fueled cars.
Eksekvering
To identify Volkswagen's positioning opportunities in the Danish market for electric cars and to gain a better understanding of the general trends and attitudes towards electric cars among Danes, Help conducted a survey via the research institute YouGov. The data from the survey served both as a background for the communication strategy and as a supporting driver in the PR execution in the press and on social media.
The purpose of the press effort was to create as much awareness as possible across the population, and therefore our approach was multi-faceted:
- Technical automotive sales to trade media
- Corporate strategic outreach to business media
- Consumer-oriented sales to news and consumer media, regionally and locally
Help also took the lead in producing video content for Volkswagen's social media. This content contributed to ensuring an external and honest narrative that supported Volkswagen's strong and diverse brand.
Resultater
- We elevated a car launch to a bigger story with social impact
- Press mentions include: Børsen, Berlingske, Finans and TV2 NEWS
- ID.3 was named Car of the Year 2021
