DDB Group Shanghai and Shanghai Volkswagen launch a sentimental campaign “Lavida, devote to life” introducing the new brand Lavida Family
Shanghai Volkswagen has launched “Lavida, devote to life”, a campaign marking the launch of SVW’s new iconic brand, Lavida Family. The campaign DDB Group Shanghai created the campaign is designed to strike a chord with mainstream individuals of modern society – people who live life to the fullest, enjoying every day pleasures.
Besides the popular New Lavida and Gran Lavida, the Lavida Family also features four new models launched in Guangzhou: Cross Lavida, New Lavida Sport, Gran Lavida Sport and Lavida BlueMotion。
Differentiated from common vehicle advertisements, which often emphasize “achieving success”, the new campaign, runs with the tag line “Lavida, devote to life” and aims to capture more sentimental moments: a couple expressing their love for each other, a young man driving through nature to soul-search, a father working tirelessly to build a better life for his family; in these instances Lavida is a part of the family and deeply connected to the emotions of these moments in peoples’ lives.
“We decided to do a big launch for Lavida Family while keeping the selling point simple and focused. Modern society can be rushed and over-complicated; people are pressured to create unattainable dreams and work themselves to the ground trying to achieve the often intangible goal of ‘success’. But actually there are far more beautiful things/emotions to tell.” said Jia Mingdi, general manager of SVW Sales Co Ltd.
“Lavida family is customized specifically for the Chinese consumer; they know who they are, and are willing to dedicate themselves to live a better life. I believe this new campaign will be another pillar of strength in SVW’s long-term strategy and mark a page in SVW’s brand history. ” Mingdi added.
Lavida is a Spanish word and means life and hope. From the print ads, the story is clearly told: Lavida family’s spirit belongs to those who are really devoted to life. They don’t pretend, they can’t be manipulated and they are not afraid to be themselves. It’s accepted for them to laugh, to cry, to be foolish sometimes; they can dream, be spontaneous, or live without reservation. They impress the world with how passionate they are about life and they live it to the fullest
“When we were doing the positioning for Lavida, we took into account that the sentiment of ‘achieving success’ tends to stress people out, so we decided to go with a totally new direction. Standing apart from common auto ads, we wanted to be down-to-earth and emphasize sincere emotions that everyday people can really relate to. These emotions are felt by people who devote themselves to living life to the fullest, ” said Roger Zhu, VP of DDB Group Shanghai, heading SVW’s business.
“When working on the Lavida Family, our team truly devoted themselves to the work they love, which showed me the spirit that Chinese people in modern society put themselves whole-heartedly into the work they create, and what they dream for. Lavida family resonated with us, and I believe it will also resonate with people across China.” added Zhu.
Credits – Vice President DDB Group Shanghai: Roger Zhu. Executive Creative Director: Steven Chen. Creative Director/Copywriter: Heskey Lu. Associate Creative Director/Art Director: Ivan Wang. Final Artist: Du Wei. Planning: Major Zhu. Senior Account Director: Michelle Rong. Account Manager: Pinky Gu. Production Studio: Possible Film.