Volkswagen is using a song from a US pop group to build brand awareness in China. The song, "I Will Come to You" by the band Hanson, will be used in Chinese television, print and other media advertisements.
The campaign in China adapts VW's "For the love of the automobile" ad tagline, but focuses on "heart" rather than "love." Drawing on the dozens of words in Chinese that contain the character for heart, 32 images scroll across the screen on the campaign's website at www.vwheart.cn.
"Chinese people don't really talk about love, so we thought heart would be a better platform," explains Samuel Shi, VW brand director at the Shanghai office of Dynamic Marketing Group.