Humanizing Innovation: Volkswagen's Campaign to Showcase New Tech Without Losing Human Touch
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This case study highlights Volkswagen's strategy to humanize innovation through a creative campaign featuring a little boy in a Volkswagen-suit. The campaign showcased the car's advanced features like Traffic Jam Assist and Lane Assist by demonstrating their real-world impact, such as automatic lighting, pedestrian recognition, and backward parking. The result was a 0% increase in perception of innovation, with suits being picked up within the first week and a 20% rise in dealer traffic. By focusing on the effect of technology rather than its complexity, Volkswagen successfully balanced innovation with its established human touch, proving that meaningful advancements can be both cutting-edge and relatable.
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Original write-up, full visuals, full context.
Published around:
October 23, 2020
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Added to Agency Inside:
March 27, 2026
