Global Folks making Folks VW pitch.

Engagement overview

CRM & Experience Strategy for Volkswagen, presented globally at the board level.

When Publicis needed to win Volkswagen's global CX and CRM account, every competitor responded the same way: loyalty programs, data architecture, personalization engines. Technically correct. Completely forgettable. I found the strategy hiding in the brand name — Volkswagen means People's car, and the most powerful moment to own that brand is when people become people. I designed four physical and digital touchpoints around the moment a family starts: a branded pregnancy test that captures identity before a competitor does, a filmed hospital-to-home ride in a Tiguan at peak emotion, a babysitter-and-car night out that puts parents behind the wheel in real conditions, and a connected Tiguan night light in the nursery before the car is in the driveway. Every touchpoint was a genuine act of value. Every touchpoint was a data event. By the time a family walked into a dealership, the Tiguan was already part of their story. I pitched it alongside Arthur Sadoun, CEO of Publicis Group, directly to Volkswagen's global leadership.

They bought it.

The campaign concept is the headline. The commercial architecture underneath it is how you capture the business value. I don't separate the two — I design both.