SHANGHAI – November 14, 2013 – Shanghai Volkswagen has launched a new campaign to mark the launch of SVW’s new brand, Lavida Family.
The campaign runs with the tagline “Lavida, devote to life." It was created by DDB Group Shanghai, and went on air last week in Guangzhou. According to DDB, the campaign "is designed to strike a chord with mainstream individuals of modern society – people who live life to the fullest, enjoying every day pleasures."
The Lavida Family features four new models in addition to the New Lavida and Gran Lavida: Cross Lavida, New Lavida Sport, Gran Lavida Sport and Lavida BlueMotion.
The TVC sets the Lavida cars in the happier moments of people’s lives: a couple watches fireworks from inside their car, a young man goes on the road trip of his life, a group of friends take a celebratory drive after their team wins a football game.
DDB shared that according to recent statistics from the China Passenger Car Association (CPCA), SVW sales volumes have achieved a record high of over 140,000 vehicles, of which 55 percent are attributed to the three models (New Lavida, Tiguan, and Passat) currently under DDB’s creative direction.
"Meanwhile, the New Lavida has grown to lead A-class model sales over the past six months. How to launch the following Lavida models has been a huge challenge for SVW and DDB, making people clearly understand the positioning of every single Lavida model, while building a stronger Lavida presense in the competitive market," DDB said.
“We decided to do a big launch for Lavida Family while keeping the selling point simple and focused. Modern society can be rushed and over-complicated; people are pressured to create unattainable dreams and work themselves to the ground trying to achieve the often intangible goal of ‘success’. But actually there are far more beautiful things/emotions to tell.” said Jia Mingdi, general manager of SVW Sales Co., Ltd.
“Lavida family is customized specifically for the Chinese consumer; they know who they are, and are willing to dedicate themselves to live a better life. I believe this new campaign will be another pillar of strength in SVW’s long-term strategy and mark a page in SVW’s brand history. ” Jia added.
Meanwhile, DDB Group Shanghai vice president Roger Zhu added, “When we were doing the positioning for Lavida, we took into account that the sentiment of ‘achieving success’ tends to stress people out, so we decided to go with a totally new direction. Standing apart from common auto ads, we wanted to be down-to-earth and emphasize sincere emotions that everyday people can really relate to. These emotions are felt by people who devote themselves to living life to the fullest."
“When working on the Lavida Family, our team truly devoted themselves to the work they love, which showed me the spirit that Chinese people in modern society put themselves whole-heartedly into the work they create, and what they dream for. Lavida family resonated with us, and I believe it will also resonate with people across China.” he said.
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