Who has never given up on a parking space because of an overly complicated maneuver? This know-how is sometimes a challenge, and Volkswagen has understood this well, combining it with the mathematical puzzle of complex equations to highlight the advantages of its parking assistance. Aimed at a wide target audience of all ages, this communication also links the notion of precision and therefore reliability of mathematical calculation to the German manufacturer's cutting-edge technology.
This print campaign, imagined by the German agency Grabarz & Partner, is published since February 2021. Used to collaborations with the famous car brand, the agency had already signed a commercial in 2010 on the same subject. An elderly woman in a Volkswagen sedan is about to make a parking space under the eyes of her husband, apprehensive about the maneuver. With the help of the park assistant, the lady takes on the physical appearance, in her husband's imagination, of a young man who is visibly relaxed and very comfortable driving, before giving him a knowing wave, once the maneuver is perfectly executed.
Volkswagen's park assist theme is regularly one of the many assets put forward by the company in its communication strategy. Some very successful campaigns are eloquent jewels in the service of the brand's sense of security.
And as always in the composition of its advertising visuals, Volkswagen orientates the reading direction in "Z" to optimize the memorization of the message and the logo.
