Volkswagen
(Singapore & Brunei)
Industry: Automotive, Automotive Aftersales
Work done: Print & digital ads, social media, marketing collaterals (brochures, pamphlets, publications)
Notes: As part of Volkswagen Singapore’s lead agency for several years, I worked on various collaterals requiring expertise in both long and short form copy, as well as social media planning and content creation.
print & digital advertising.
The print ads I worked on included weekly newspaper ads which were more retail-focused, along with ads for magazines and newsletters which had a stronger emphasis on branding and building product knowledge.
Some of my favourite projects for the brand included seasonal print ads (i.e. for Christmas, New Year’s etc.). This allowed for some tongue-in-cheek writing, whilst also ensuring that the retail-driven messaging remained in focus.
I also particularly enjoyed writing for the B2B lineup of vehicles (i.e. VW Commercial Vehicles). It was always a welcome challenge attempting to present these vehicles in a way which was as exciting as their B2C range.
social media.
I also worked on content/calendar planning for VW Singapore and Brunei’s social media platforms (Facebook and Instagram). The posts ranged from driving tips, to car care advice, seasonal greetings, and more. During this time, we saw an increase in engagement rates, and it was heartening that the posts helped the brand forge connections with other companies/local businesses.
One of the biggest goals I had during the content planning stage was to ensure that as much as possible, content was localised to suit the Singaporean demographic.
aftersales marketing collaterals.
I also created content for Aftersales marketing materials - including pamphlets, brochures, standees and more. The challenge for me was simplifying very technical details and instructions for drivers who weren’t familiar with such terms.
