Volkswagen 我ID. - The Chinese Makeover

In late 2020, Volkswagen globally launched ID, a new fleet of all-electric vehicles. But in China, VW’s biggest market, foreign brands that fail to adapt don’t make it very far. In this highly localised market, VW needed to hold on to its reliable German reputation without simply transferring its marketing strategy from Europe to China. The solution was to create an entirely new campaign based on Chinese insights, complete with a logo that told its own slogan in just two characters. The campaign successfully energised a new target audience for VW.