Dress like a 'female' or an 'ape', but it's true, says Volkswagen

DDB Mudra pegged the communication on the unusual fact that a premium German brand was offering add-on features and customer benefits for the Polo and Vento models

Neha Saraiya | New Delhi | November 14, 2011

Imagine going to a store to purchase your favourite pair of denims and ending up being lucky -- not only was the jeans on sale but along with it was clubbed a T-shirt as a complimentary gift! What would be your reaction? Either one will be 'flabbergasted' or would attempt what the protagonist in the new Volkswagen commercial does: dress like a 'female' or even an 'ape' to check the facts are right!

The German auto major, for its mass models Polo and Vento, has launched a tactical communication to convey that there is a bagful of added benefits on purchase of the cars. The TVC also marks the launch of a special edition model of the cars with added features.

To put out the communication was quite a daunting task for the creative team at DDB India, as this is the first time that Volkswagen is offering any kind of added benefits or features on its models in India. The agency had to deliver a powerful message in a convincing manner.

"Introduction of action models and some amazing offers on the Polo and the Vento from a premium German carmaker like Volkswagen will always be a customer delight and to also a great extent unbelievable. From this thought emanated our strategy," said Rajeev Raja, Creative Head, DDB Mudra.

The campaign aims not only to create excitement around the brand which the protagonist tastefully depicts dressed in various avatars, bemused by the offering from the car manufacturer, but also aims to provide the required fillip to the company's sales.

Commenting about the genesis of the campaign, Lutz Kothe, Head of Marketing & PR, Volkswagen India, said, “This is the continuation of the successful Vento IPL Edition. Thus, to create footfalls for the Volkswagen dealerships, we chose to create the communication through an unusual story telling with a twinkle in the eye. Through the campaign we have focused on the new and highly attractive action models Polo and Vento Breeze as we want to communicate that these are highly equipped cars with a clear customer benefit.”

The TVC:

Taking the cue from VW's proposition 'Unbelievable yet true', the agency has developed a full 360-degree communication for the offer, including TVC, radio commercials, print, OOH and digital campaign.

Credits:

Agency: DDB India

CCO: Bobby Pawar

Creative Head: Rajeev Raja

Art: Sreejith Kadoth

Copy: Ranjit Sasidharan

Account Management: Avik Choudhury, Monish Debnath, Aaron Dsouza

Films Department: Michael Remedios

Director: David Popescu

Production House: Fleet

Neha@BestMediaInfo.com

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