VW
Client
Industry
Automotive
Service
Website copy
www.volkswagen-vans.co.uk/en/about-us/van-life.html
The VW Camper Van is an instantly recognised and much-loved icon. Beloved of surfers, prompting California dreaming, and making drivers look effortlessly cool. This halo shines on VW’s commercial vans too, creating a sense of passion in their drivers that’s unique in the market. In short, this is like no other automotive brand, and deserves copywriting that befits an icon.
We’ve got good experience in this area, working with brands including Skoda, SEAT, Jaguar Land Rover and Audi. We’re also experts in understanding brand tones of voice and making sure they’re rolled out consistently across all channels. So, together with our friends at TBWA London, we hopped into the driver’s seat and got motoring.
VW’s Van Life website celebrates all things VW Van. It’s a celebration of van love, from life-long friendships and happy memories to the people who now drive electric. Therefore, our task was to create blogs and site copy that sold the benefits of VW vans. But also told their many stories celebrating the adventures that come with owning a VW van.
In our copy for commercial vans, it was crucial that we understood the core points VW wanted to talk about in each range. We translated those into clear and engaging copy for existing and potential van drivers. The idea being that readers they aren’t simply informed but inspired too.
To create the VW Van Life blogs we researched and interviewed a varied bunch of passionate van people, and got them to tell us their stories. (Imagine another auto brand with so much to be said about it.) Then, after gathering a library of information and anecdotes we set to work writing different driver’s and families’ stories. It was fun and really proved the cultural strength of the brand.
Our client was very pleased with the copy and blogs we researched and wrote. They felt we’d really captured the essence of what made their customers so passionate and proud of their vans, and the unique culture surrounding them. This was truly an automotive assignment to remember.
Talk to Craft words about injecting passion into your brand’s copy.
It was a pleasure to work with Paul. His great collaborative mindset and professionalism push the deliverable to the next level. He’s a great content strategist, writer and thinker who asks insightful questions to push the design. I’ve never worked with a writer who influences design so much. Seisho Manabe Director, Frog Design
Seisho Manabe
Director, Frog Design
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Andrew Penfold
Digital & Content Marketing Manager, Security & Safety Things
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Raul Balreira
Digital Project Manager, Tribal Worldwide London
We recommend Craft Words to anyone who wants to find their voice and put personality to a brand. Simon Croft Founder and CD, Orangery
Simon Croft
Founder and CD, Orangery
Paul is one of the most insightful writers I’ve worked with. He’s a strong and proactive creative whose infectious enthusiasm and forethought have driven many global campaigns to success. I couldn’t recommend Paul more highly. David Clarke Executive Creative Director, Huge
David Clarke
Executive Creative Director, Huge
Paul just gets it. He elevates content to the next level. He’s a talented writer, creative and a very clever communicator. And he’s great to work with – hard working, passionate and extremely humble. Anna Murphy Content Manager, PepsiCo
Anna Murphy
Content Manager, PepsiCo
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Jorge Cumbre
Unseen
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Ben Oliver
Vice President, Creative and Original Content at RFRSH Entertainment / Blast Pro Series / Astralis / Origen
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Arielle Diamond
Senior Communications Manager, Digital Impact Alliance (DIAL)
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Anita Stubenrauch
Author of Apple's Credo
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Senior Content Manager, Apple
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Hertje Brodersen
Head of Design ∙ Experience Strategist, Zalando
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Liam Morgan
Cogs
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Alex Olmedo
Co-Founder, Fast-Track
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