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
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
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.
