Volkswagen Paves it Forward, Launching Campaign to Inspire Blatant Acts of Road Joy



    Emphasizing That It's "Fun To Drive," Invites Motorists To Be Agents Of
    Change On The Road By Driving Friendly

    AJAX, ON, Oct. 25 /CNW/ - Volkswagen Canada today announces a new
initiative, Road Joy, that builds on the "Fun to Drive" campaign to launch a
wave of good will on the road by asking new car buyers to perform random acts
of "Road Joy" in order to obtain new 2008 City Golf and City Jetta models only
available in Canada.
    In a recent Canadian study(1), 40 percent of men and 27 percent of women
admitted perpetrating aggressive behavior while driving, such as yelling,
gesturing, threatening to hurt someone, attempting to damage another driver's
car or hurt him or her.  Forty eight percent of people reported being at the
receiving end of someone else's anger on the road.
    "The 'Fun To Drive' campaign presents a natural opportunity to turn a
negative into a positive by leveraging the essence of what makes every
Volkswagen, a Volkswagen," said Bruce Rosen, general manager, marketing
communications. "Road Joy aims to engage Canadian drivers as positive agents
of change to return civility to the roads."
    Updated for 2008, the City Golf and City Jetta are German-engineered
compacts that effectively compete with Asian subcompacts and will be available
starting at $15,300 and $16,900 respectively. A requisite for purchase of one
of the hatchback or sedan models is agreeing to stem the tide of road rage by
visiting vw.ca's Road Joy registry to choose a mission of kindness to carry
out with the new vehicle.
    The made-for-Canada campaign, handled by Crispin Porter + Bogusky,
includes TV, print, interactive and in-market elements, supported by public
relations, touting blatant acts of Road Joy, such as taking a neighbor's dog
along for a joyride, donating an in-demand parking spot and feeding a meter so
a stranger can benefit.
    The Road Joy campaign, a national execution in both English and French,
includes traditional media amplified by an interactive component involving on-
and off-line channels as a catalyst for consumer participation and support for
the cause.
    The television spots break today and feature thirty second scenes of Road
Joys in-progress, such as the "Gridlock Bubble Brigade," "Guerilla Carwash,"
and "Spot Donation." "Gridlock Bubble Brigade," is set to Your Heart Is An
Empty Room by Death Cab For Cutie, and kicks off the airings, which run
through December 9 on a variety of English and French Networks, including
national, regional and specialty cable, as well as local market stations.
Print ads featuring a call to action to consumers with a list of Road Joys
they can do will run the week of October 22 in major daily newspapers across
18 Canadian markets.
    Also starting today, consumers can visit www.vwroadjoy.ca to choose from
among more than 150 acts of Road Joy to perform, to suggest their own or to
follow their community's progress by way of a Road Joy mission counter, live
updates, and continuous text and video information feeds. Online support for
the campaign includes horizontal and vertical banners and box sizes that go
live mid-November on driving and lifestyle websites, highlighting the counter
from the microsite and specific individuals who have completed and posted
missions.
    In-market activities began in mid-October with teams traveling to
Montreal, Toronto, Calgary and Vancouver to inspire drivers and bring the ads
to life at a grass roots level. Consumers will be able to view their
achievements through streaming video online. At point of sale, dealer
brochures for 2008 City Golf and City Jetta models have been designed to
include Road Joy decals that participants can sport as a badge of honour.

    Founded in 1952, Volkswagen Canada, Inc. is headquartered in Ajax,
Ontario. It is a subsidiary of Volkswagen AG, headquartered in Wolfsburg,
Germany. Volkswagen is one of the world's largest producers of passenger cars
and Europe's largest automaker. Volkswagen sells the City Golf, City Jetta,
Rabbit, GTI, New Beetle, Jetta, Passat, Eos, and Touareg 2 through more than
130 independent Canadian dealers.

    ----------------------------------------
    (1) Canadian Journal of Psychiatry, 2003




For further information:

For further information: Patrick Saint-Pierre, (905) 428-5858,
Patrick.Saint-Pierre@vw.com

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Volkswagen Canada Inc.

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