October 26, 2007
Volkswagen Canada’s “Road Joy” campaign designed to stem tide of road rage
Ajax, Ontario – Volkswagen Canada has announced its Road Joy campaign to launch a wave of goodwill on the road. Buyers of the new 2008 City Golf and City Jetta models are asked to stem the tide of road rage by visiting the Road Joy registry at VW.ca and choosing a mission of kindness.
A recent Canadian study found that 40 percent of men and 27 percent of women admitted perpetrating aggressive behaviour while driving, including yelling, gesturing, threatening to hurt someone, attempting to damage another driver’s vehicle, or attempting to harm the driver. As well, 48 percent reported being at the receiving end of someone else’s anger on the road.
The made-for-Canada campaign includes television, print, interactive and in-market elements, and touts blatant acts of Road Joy, such as taking a neighbour’s dog along for a ride, donating an in-demand parking spot, and feeding a meter to a stranger’s benefit. Television spots, in French and English, include “Gridlock Bubble Brigade”, “Guerilla Carwash”, and “Spot Donation”. Special teams will travel to Montreal, Toronto, Calgary and Vancouver to inspire drivers, and dealer brochures for the City Golf and Jetta are designed to include Road Joy decals.