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By definition, VGP.
An employer branding campaign that redefined Volkswagen Group Polska – not as a factory, but as an employer full of opportunities.
Challenge
How to change the image of a brand associated only with a factory?
Volkswagen Group Polska was often wrongly perceived through the lens of production alone – as a factory, not an employer full of opportunities. Before creating and rolling out the creative concept, we ran research and strategic workshops inside the company.
This let us get to know our new client in depth and show them the direction our work would take – toward a campaign built to redefine VGP by showing the company's values alongside the career opportunities it offers.
Idea
Redefining VGP, from scratch.
We decided to redefine VGP from scratch – rather than talking about a production line, to tell a story about people and the culture behind the brand.
The campaign covered external materials – outdoor and digital – as well as internal ones: training catalogues, merchandise, posters. One of its elements was also an event for International Women's Day (VGP Women's Day) at the Poznań University of Economics.
Execution
On the digital side, we built a Facebook profile promoting the employer brand, structured around thematic series designed to appeal to candidates. All interest – from outdoor advertising as well as social media – was funnelled to a dedicated landing page that explained the campaign teaser and introduced visitors to VGP's world and values.
Project team
- Project manager
- Iza Cienkus
- Art director
- Kacper Krysiak
- Copywriter
- Natalia Majchrzak
- Graphic design
- Marcin Bilicki
- Photography
- Kuba Szopka
