In April 2020, HZ led the VW CPO brand through a logo and creative transition, aligning with an all-new look and feel established by the German VW parent company. We were responsible for interpreting creative under the new brand, which included updated logos, markings, and supplemental brand identity assets. To do so, HZ created a strategy that tapped into buyers’ mindsets—specifically, the need to know they are making a smart decision. From first click to final purchase, “Go with confidence” was more than a tagline. It was a call to action—supported with a new look and feel that underscored the benefits of the program in a friendly, reassuring way.

Deliverables included national and dealer website updates; POP materials; digital, social, and paid media efforts; email communications, and dealer resources and communications.

As the Agency of Record for VW CPO’s creative services from 2017–2020, HZ helped pull the brand out of the sea of sameness that it once shared with its competitors. We rolled out a series of social videos, concepted and executed a campaign to introduce reconditioned VW TDI vehicles to the market, and realigned the VW CPO brand to the new 2020 “Drive Bigger.” brand platform launched by VW in the US market.

During our duration as dedicated partner to VW CPO, our efforts and expertise helped them achieve tremendous year-over-year growth, with over 100K vehicles sold nationwide—a record-breaking milestone for the brand.

Below is the series of short, lighthearted social video ads that HZ developed to communicate the refreshed brand’s key message: that with Volkswagen Certified Pre-Owned, you know exactly what to expect.