The Volkswagen Advertising Machine

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Friday | 02 Apr 2021

Throughout Volkswagen’s reign within the WRC from 2013 to 2016, it wasn’t simply on the levels that it made an impression, it was additionally its distinctive method to advertising, producing outside-the-box (and typically on the field) ideas not seen earlier than within the World Rally Automobile period.

When Volkswagen made its full debut within the producers’ championship in 2013, the outcomes on the levels got here quick, with Sébastien Ogier incomes the German producer its maiden stage victory on the very first take a look at of the season, the 37.10km run from Le Moulinon to Antraigues on Rallye Monte-Carlo.

The weekend wouldn’t finish in victory, however Volkswagen had introduced its arrival and by season’s finish it will be celebrating the primary of 4 consecutive championships, whereas Ogier ended his fellow countryman Sébastien Loeb’s grip on the drivers’ championship.


1997: The tides of change

1997: The tides of change

In 1997 an all-new technology of automotive was launched to the WRC – the World Rally Automobile. However what occurred previous to that season to …


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Within the meantime, Volkswagen’s advertising group was constructing equally enviable success off the levels, launching its Rally the World marketing campaign. In a nutshell, RallyTheWorld.com was the touchdown web page for its rally group. However it was a lot greater than that. It was the hub for Volkswagen’s limitless creativity, that went from cooking steaks underneath the bonnet of the Polo R WRC, to utilizing the automotive to energy a stitching machine to sew the motive force uniforms.

In fact, there have been additionally the faces that Volkswagen delivered to the WRC. There was the time that Ogier took on World Cup-winning German footballer Thomas Müller in a penalty shootout. The twist? Ogier used the rear finish of his automotive to slam the ball previous the goalkeeper. Müller was not the one footballer to leap in for a experience, there was additionally Brazil’s Neymar Jr. From the world of tennis got here Caroline Wozniacki and from the world of performing, Idris Elba.

There was seemingly no star too huge or artistic idea too absurd to pose a problem to the Volkswagen advertising machine. Beneath, are only a choice of a few of wrc.com’s favorite artistic campaigns from Volkswagen, in addition to among the largest names that got here onboard for a experience:


The German Donut


Meat you in Argentina


Il Cubo


The Outfit


Thomas Müller vs Sébastien Ogier


Neymar Jr. comes for a co-drive


This text is a part of a an ongoing collection of 25 tales that look again on the 25 years of the World Rally Automobile period, that will probably be printed each Friday all through 2021 on non-rally weeks.




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