Who: Volkswagen Canada and TYPE 1, WPP’s cross-agency Volkswagen team.

What: The latest chapter in the automaker’s customer appreciation initiative “Volksgiving,” which launched last year.

When & Where:  The bilingual campaign launched this week and runs through Jan. 9, with videos posted to Volkswagen’s social channels. There is also paid support across Instagram, Facebook, Twitter and YouTube, plus pre-show ads running in Cineplex theatres.

Why: The primary objective here is consumer goodwill, positioning Volkswagen owners—and by extension the company—as altruistic and caring. It’s a welcome change from beauty shots of cars and talk about financing options.

How: This year’s “Volksgiving” was focused on Volkswagen owners who go “over and above” when it comes to volunteer work. The company received more than 1,300 responses to a national call for submissions, inviting 14 people to separate dinner events in Toronto and Montreal that were captured on video. Volkswagen also made a donation to each participant’s charity, and worked with their “plus one” to give them personalized gifts ranging from bucket list trips to concert tickets.

And we quote: “Volksgiving began as a concept to reward some of Volkswagen’s most loyal owners. This year, it became so much more than that. By honouring individuals that have given so much of themselves to such worthy causes, we hope to build upon their spirit, and spread the goodness of these volunteers from coast-to-coast and serve as inspiration for all of us.” —Lynne Piette, director of marketing, Volkswagen Canada