Volkswagen changes the game (video)

The core objective of the campaign is to reach the target audience composed of couriers. To achieve this, a special action has been planned for employees of courier companies across Poland, who will receive dedicated packages.

Packages for couriers and the campaign teaser

The team at MediaCom Beyond Advertising developed a teaser campaign in which packages were sent to 10 selected couriers. At the specified address, couriers were met by individuals involved in the project. Their task was to receive the delivered packages and then pass them on to the intended recipients — the couriers themselves. Inside the packages, couriers found items designed to make their daily work easier, such as a thermal mug, a car charger, or a leash. Additionally, the package included a catalog showcasing the Volkswagen Crafter model, along with a special product and financial offer for purchasing this vehicle.

Second wave of shipments to 460 couriers

The teaser campaign launched between July and August, and by the end of the month, a second wave of shipments is scheduled to be delivered to 460 couriers nationwide.

MediaCom and Futura Media handle the execution

MediaCom Beyond Advertising, a specialist unit of MediaCom Warsaw offering unique content services — from strategic content planning, through production, to distribution — is responsible for the concept development and execution of the campaign for Volkswagen Commercial Vehicles. The MBA team is supported in delivery by the agency Futura Media.

Key terms from the article

Advertising — Ads. Revenue comes from selling ad space, impressions, views, or access to an audience. Examples: Google, Facebook, content platforms.

Why it matters: Enables free access for users and monetizes their attention.

When to use it: When you have large, valuable, and measurable traffic or community.

Risk of ignoring it: Without advertising, a high-traffic, free-access service cannot sustain itself.

Advertising — Ads. Revenue comes from selling ad space, impressions, views, or access to an audience. Examples: Google, Facebook, content platforms.

Volkswagen changes the game — campaign for couriers

Why it matters: Enables free access for users and monetizes their attention.

When to use it: When you have large, valuable, and measurable traffic or community.

Risk of ignoring it: Without advertising, a high-traffic, free-access service cannot sustain itself.

Media. Channels and platforms through which communication reaches audiences: internet, print, television, radio, outdoor, podcasts, newsletters, and social media. In marketing, media also refers to the purchase and planning of ad placements.

Why it matters: This is the marketer’s playing field: choosing the right channels determines whether the message reaches the right people at a reasonable cost. Media is also an expense — often the largest item in a campaign budget.

When to use it: In every campaign planning: selecting channels based on target audience, objective, and budget.

Risk of ignoring it: A great creative in the wrong media is a message sent nowhere — it reaches the wrong people, at the wrong time, and at too high a cost.

Summary

Volkswagen Commercial Vehicles' campaign targets couriers across Poland. The MediaCom Beyond Advertising team developed a teaser campaign in which packages were delivered to 10 selected couriers — inside were items such as a thermal mug, car charger, and leash, along with a catalog featuring the Crafter model and a special purchase and financing offer.

The teaser ran between July and August, with a second wave scheduled for delivery to 460 couriers nationwide by the end of the month. The concept and execution for Volkswagen Commercial Vehicles are handled by MediaCom Beyond Advertising, supported by the Futura Media agency.