The mischievous Minions from Illumination’s Despicable Me 4 are now a key part of Volkswagen’s global campaign. The carmaker is launching a series of marketing actions across various markets simultaneously, as part of a worldwide collaboration with the film.
In Germany, the characters from the new film will team up with players from the German Football Association (DFB) in a campaign to promote the new GOAL special-edition models, coinciding with the start of the European tournament. This collaboration launches just in time for the theatrical release of Illumination’s Despicable Me 4 on July 3, 2024, in the US and July 11, 2024, in Germany.
The way the Minions, with their distinctive welding goggles, enhance the emotional appeal of the Volkswagen brand varies by market. In Germany, Illumination’s Despicable Me 4 collaborates with the men’s national football squad to promote the new GOAL special-edition models. This exclusive equipment package is available for the ID.3, ID.4, ID.5, Polo, Taigo, T-Cross, T-Roc, T-Roc Cabriolet, Golf, Golf Variant, Touran, and Tiguan, offering customers savings of up to €3,700 compared to the manufacturer’s recommended retail price for a similarly equipped model.
Additionally, the campaign features various activities linked to the new film. In North America, the promotion focuses on the Atlas, while in Latin America and Mexico, the emphasis is on the Teramont. Volkswagen Commercial Vehicles will also participate in this global cooperation.
“The Minions are likeable and approachable, exactly the image the Volkswagen brand wishes to portray,” Susanne Franz, Chief Marketing Officer Volkswagen, said. “Their special kind of humor fits well with our twinkle-in-the-eye approach to marketing. The creative force of Universal Pictures, Illumination and Volkswagen has the potential for us to make a splash at the European championship with a humorous, innovative and catchy campaign.”
