Volkswagen conducts Once More campaign
By Adnews Staff
Volkswagen Canada of Ajax, ON has begun a promotional initiative featuring an 82-year-old man who has driven his 1955 Volkswagen Beetle around the world three times. The initiative, developed by Red Urban of Toronto, includes a 30-minute documentary film about driver Paul Loofs called "Once More. The Story of VIN 903847." The video will run on the Discovery Channel and Bravo until the end of the month.
The promotion also includes a website at <http://www.oncemore.ca> which offers an interactive timeline of the car's journey, with maps, photographs and journal entries.
"We feel that it really speaks to our fans, not only reinforcing the emotional connection so many people have to the brand, but celebrating the remarkable stories that so many of our owners have," said Volkswagen brand marketing manager Lynne Piette. "It is not so much about a single car, although this Beetle is remarkable. It is more about how one car connects so many different people and their experiences, proving itself as The People's Car."