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Where care meets joy: A collaboration between Volkswagen and LEGO Middle East, by Cheil MEA

Volkswagen collaborates with LEGO Middle East to merge their mutual customer values to create inspiring and positive customer experiences and care. The collaboration aims to produce creative Aftersales content for the Volkswagen customers, to bring a light-hearted and fun touch to the aftersales experience.

The two brands are united by the same values; to maintain a positive impact and to go the extra mile to always give customers the best experience possible. These values have inspired a series of unique Aftersales content that transforms menial tasks and service education into a fun experience for the Volkswagen customer.

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The project includes creating a LEGO Volkswagen Care Technician that will become the face of the customer care platform and communicate best practices to  Volkswagen customers. Volkswagen will also be integrating LEGO elements to further communications through customised newsletters with relevant information about Aftersales package offers and the latest service offerings on batteries, tyres, engines and much more.

Anja Petrovski, marketing director at Volkswagen Middle East, said: “This engaging collaboration between LEGO Middle East and Volkswagen Cares is an exciting project and brand initiative showcasing how we are both driven by the same values.  Aftersales is often one of life’s chores for many and collaborating with LEGO Middle East helps us portray it to our customers in a more light-hearted way while still keeping them informed. We truly care about making a positive impact whenever we can to give our customers the best quality experience possible by inspiring and empowering them to continue to do what they love and love what they do.”

Urszula Bieganska, head of marketing at LEGO Middle East and Africa, said: “At the LEGO Group, we are constantly seeking new ways to introduce fun experiences to children and adults alike. These experiences are a direct reflection of who we are as a brand and underline our mission to create playful and engaging opportunities through new and creative formats.

 Over the years, our long-standing partnership with Volkswagen has allowed us to introduce replicas of some of Volkswagen’s most iconic vehicles, including the LEGO Creator Volkswagen T1 Camper Van and LEGO Creator Volkswagen Beetle, which proved to be among our most popular sets for both new and existing LEGO fans. Through our ongoing collaboration, we’re looking forward to further developing exciting and immersive experiences that the whole family can enjoy.”

Agency: Cheil MEA