Automotive Industry

Volkswagen gives poetry a try to connect with customers; Emotion is key to automaker's new marketing campaign.(News)(Brief Article)

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Byline: Bill Britt

Volkswagen will use love poems in a bid to win customers in a new worldwide advertising campaign.

The German automaker hopes to appeal to buyers' hearts as well as their minds in the unusual marketing offensive.

Long regarded by car buyers as the practical choice, VW will target consumers' emotions in the campaign.

VW used the slogan "Aus Liebe zum Automobil," which roughly translates to "For the love of the car," when it premiered the campaign in Frankfurt.

The company has not yet decided on an English translation.

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