The world's most famous brand of automobile returns to rally sport after an absence of 26 years. Volkswagen goes FIA World Rally Championship, or WRC for short. This is even honored with a new VW model: the Polo R WRC. But the question was: How to turn a motorsport event to the advantage of Volkswagen's marketing activities? Or more specifically: How to quickly win over a fan base for the car manufacturer? And then keep the fans interested? What does this new commitment to rally sport add to the Volkswagen brand?Read more
Aperto replied with an impressive campaign: a truly unique entertainment package that depicts the sport as it really is. Hard, demanding, uncompromising, unpredictable, and fascinating. Right down to the very last mud splattered rivet. Live and up close, at each race, in every country. By way of a global storytelling campaign using every communication channel available, according to the motto "Bring the Rally back to the People" that caused a sensation around the world.