Embrace the journey.

With the van life trend gaining momentum, FrameWorks saw an opportunity to reintroduce their classic 1970s Camper Van to a new generation. The challenge was to merge the nostalgic charm of the original model with the desires of modern adventurers.

Approach

The "Embrace the Journey" campaign was crafted to highlight the timeless appeal of the 1970s Camper Van while showcasing its relevance to today's lifestyle. We engaged social media influencers rooted in the van life community to demonstrate the van's enduring legacy and adaptability. The campaign blended rich, vintage aesthetics with contemporary narratives of sustainability and freedom, portrayed through various digital platforms and interactive media.

Results

The campaign resonated deeply, sparking a surge in social media engagement and a 40% increase in dealership inquiries. The classic Camper Van's relaunch drew widespread attention, resulting in a 25% sales increase within the first six months. The fusion of nostalgia and modernity opened the van to a broader audience, rejuvenating its iconic status.

Conclusion

FrameWorks's "Embrace the Journey" campaign successfully repositioned the classic 1970s Camper Van at the heart of the modern van life movement. By celebrating its historical charm and functionality, the campaign not only boosted sales but also reinforced FrameWorks's image as a purveyor of both tradition and innovation.