Joachim Löw asks German football fans and citizens to show their team spirit – a winning message in the midst of a pandemic.
01 The goal
The coronavirus affected all areas of life, including football. Rescheduled tournaments, cancelled competitions and matches without an audience. As a partner of the German Football Association and the UEFA, Volkswagen inspires confidence with video content, especially in the early days of the shutdown.
02 The strategy
Joachim Löw’s video message “Stay on the ball! Stay healthy!” – sent from his home office in Freiburg – resonates with German football fans. The film conveys positivity and raises awareness of Volkswagen’s football sponsoring among the viewers.
“We want to inspire confidence during a difficult time. Most of all, we want to encourage football fans and stakeholders to remain optimistic.”Jochen Sengpiehl, Chief Marketing Officer, Volkswagen
03 The implementation
Designed to be implemented in two language versions for Volkswagen’s German and international social media channels, the film appeals to a broad target group. Cut from emotional footage and accompanied by the voice of national trainer Joachim Löw, the spot goes from initial idea to completed film in a week. A landing page allows football fans to view the film outside of social media. In addition, the German Football Association (DFB) posted the video to its Instagram and Facebook channels.
04 The result
The message is well received. Sports media, dailies, TV channels and a variety of online platforms report on the video, which also evokes emotional reactions from the target group:
platforms published the film
05 Why it matters
The film strikes the right note and gives people hope during a difficult time. The Volkswagen leitmotif “Football, that’s all of us” is perfectly adapted to the current situation and used for communication.
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