FCB Bucharest won the pitch for the communication of ID.3, Volkswagen’s first fully electric vehicle


Volkswagen accelerates towards a greener and more sustainable future with the new ID.3, the first fully electric model in the portfolio. The first stop will be EURO 2020, where Volkswagen is the mobility partner.

In the Spring of 2019, Volkswagen launched a creative pitch for the communication of the ID.3 launch and the partnership with UEFA EURO 2020. FCB Bucharest came with the winning idea, a concept centered on the car’s design and technology, as well as the positive impact the new fully electric model will have on the environment  – Das Electric Revolution.

The campaign with which we “parked” the ID at FCB is Das Electric Revolution. It’s an idea with which we hope to transmit all the intentions and expectations that VW has from ID 3. No matter how much it sounds like a wooden language, VW will revolution the electric cars’ market. It’s a promise that I’ve made at a global level,  it will regard us as well next year. It takes a maximum of half an hour of research on the Internet in order for you to realize they have what it takes. After all kinds of experiments that other manufacturers have done with models at very expensive prices or with ridiculous autonomy, VW puts on the streets a car that has the price of a Golf and that you don’t have to charge for 550 kilometers. And that, if there is still need to highlight even more the ID, it’s a Volkswagen, said Cornel Gologan, Creative Director FCB Bucharest.

Talking about the means through which we will grow the awareness on the brand and the category, we will go on a mix of ATL, BTL, digital and PR, in order to reach the convertible public, as well as the one that still doesn’t “feel” the electric revolution that knocks at the door. Volkswagen ID is a new car that we have to launch, but also a manifesto in the category,”said Sonia Panait, Business Development Director FCB.

We were happy to receive the invitation to the pitch, as you had the occasion to work on a captivating and offering brief. The future is for sure electric and Volkswagen has the drive, the technology and the necessary tradition in order to bring its mission to a happy result. We share their vision and we are delighted to start on this road together,” added Sorina Borcescu, Managing Director FCB Bucharest.

The campaign’s objectives are the grow of the awareness level of the benefits offered by the electric cars over the environment, as well as over the advantages for those who drive them. Moreover, FCB and Volkswagen propose themselves to perfect the experience of those who will live at the maximum intensity the EURO 2020 games at Bucharest, where Volkswagen is mobility partner.

The teams involved are:

FCB Bucharest: Sorina Borcescu – Managing Director, Cornel Gologan – Creative Director, Sonia Panait – Business Development Director, Karina Condescu  Strategic Planner, Emanuel Borcescu – Head of Art, Arpad Fekete – Senior Art Director, Alexandra Buligescu – Senior Copywriter, Simina Lambrino – Client Service Director, Andreea Cucu – Account Manager, Alina Stefan – PR Director, Horia Anton – PR Manager, Delia Constanda – PR Executive.

Porsche Romania: Bogdan Florea – Brand Manager VW Autoturisme, Anelise Moldovan – Marketing Manager, Lavinia Hostina – Digital Marketing Specialist.