Car Birthday Campaign.
Volkswagen.

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Background.

Assignment.

Volkswagen positions itself as “The Trusted Friend”: a brand that combines reliability with personal experience. Within this strategy, there was a need for small, friendly moments that strengthen the bond with customers. The car’s birthday — often unnoticed — was chosen as an opportunity to combine data and emotion.

Develop a personalized header for a congratulatory email in which the customer’s car takes center stage. The creative needed to be festive, on-brand, and immediately convey that it’s the car’s birthday.

Data
License plate
Year of manufacture

Design & Connect.

Design
A playful 3D cake featuring the customer’s car in fondant, in the correct color and with the correct year. This gave each customer a recognizable, cheerful congratulation in premium Volkswagen style.

Connect
Integration with RDW (model + color)
AI generation of the correct car
Real-time personalization on the cake
Desktop & mobile, fast loading

Result.
Car-Birthday Campagne.

Car-Birthday was perceived as a personal and surprising campaign. Customers felt seen and appreciated, without any commercial pressure. The project demonstrates how Volkswagen uses personalization to fulfill its brand promise: more than a mobility brand — a trusted friend that stays close.

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