Categories: Columnists Blog

Volkswagen launches ‘We Move You’ campaign

With Gary V show, 2-day car display at Trinoma

When Gary Valenciano is on stage, it is not a concert. It is a pyrotechnic show of music and dance — with the fireworks coming from Mr. Pure Energy himself. Volkswagen Philippines saw fit to celebrate the launch of its newest campaign, “We Move You,” with a scintillating performance by the timeless and legendary Gary V, which almost overshadowed a showcase of the German carmaker’s current lineup of vehicles last weekend at the Activity Center of Trinoma in Quezon City.

Gary Valenciano had recently been signed in as Volkswagen Philippines’ newest brand ambassador, and the ideal personification of the carmaker’s “We Move You” campaign.

Volkswagen Philippines president Felipe Estrella delivers his special message during the ‘We Move You’ campaign launch at Trinoma Mall last Saturday.

The partnership between Volkswagen Philippines and Gary V has been seen to represent the perfect blend of one extraordinary performer and an equally iconic automotive brand. Gary V has built a legendary reputation as a total performer in his 34-year career in the music, film, and television industries. The Volkswagen brand, on the other hand, has created and maintained a global heritage and tradition of manufacturing German-engineered automobiles designed for people and their families for 83 years.

The amazing dynamics of this unique collaboration was made evident during the launch on Feb. 22, when Gary V was introduced by Volkswagen Philippines’ president Felipe Estrella. Amidst a backdrop of Volkswagen vehicles showcased — the Santana subcompact sedan and wagon as well as the Lavida compact and Lamando midsize sedans — there was Gary V singing and dancing, moving and inspiring the crowd.

It was an all-out performance by Mr. Pure Energy Gary Valenciano, Volkswagen’s newest brand ambassador.

In his opening remarks, Estrella said, “The Santana, Lavida, and Lamando were all designed and built utilizing the 83 years of accumulated automobile knowledge of Volkswagen. This automotive know-how has been combined with more than 30 years of experience in building millions of cars per year in Asia’s largest automotive market. These cars are made in automotive plants that have done the process of building cars millions of times per year for more than 30 years. It is a tried, tested, and proven manufacturing process that has given birth to the Santana, Lavida, and Lamando cars that you see here. These VWs truly and absolutely embody the ‘Heart and Soul’ that Volkswagen is known for and the Philippines is fortunate to be the only other market in Asia with access to these vehicles.”

Estrella concluded his speech by encapsulating the shared qualities of Gary V and Volkswagen: “Much like how Gary V makes us feel when he performs, we believe that Volkswagen vehicles have the power to excite and energize. In a Volkswagen, you will want to move, drive, and go places. With Volkswagen, We Move You.”

The Volkswagen display in Trinoma for the We Move You campaign

To move would-be buyers and mallgoers to make that first step to owning their own Volkswagen vehicles, special discounts were offered exclusive to the event, such as an automatic P90,000 less on the Santana AT S variant, P66,000 off the Santana MT, and P85,000 discount on the Lavida. This was on top of the Seda Hotel voucher given to every customer who secured a reservation during the event. Fun games were also held during the two-day event to keep visitors and audiences engaged.

Manny De Los Reyes

Manny de los Reyes, motoring editor of as well as its print edition, has been writing about cars since 1995. His life has been deeply intertwined with cars, having cleaned and maintained the family cars as a teenager, operating a paint shop and entering national car shows in college, before joining Nissan after graduation. He handled car brands as a copywriter afterwards. Today, when he's not testing or writing about cars or attending motoring events, he is home reading novels or playing with his shih tzu.

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