Volkswagen gives a 'Fast Start' push for Polo and Vento
The campaign, conceptualised and executed by DDB Mudra, highlights brand's strength of solid build quality, safety and new features
BestMediaInfo Bureau | Delhi | January 18, 2013
Volkswagen has unveiled its new brand campaign “Fast Start” reiterating the brand's strength of solid build quality, safety and new features offered through the Polo and Vento. The campaign, which was launched on January 10, has been conceptualized by DDB Mudra Group. It will be a combination of interesting print ads and TV commercials highlighting the features of the Polo and Vento.
Across the world, Volkswagen is synonymous with superior automotive engineering. The task on hand was to introduce the newly added features in the Polo and the Vento, while echoing the fact that the cars come from a reputed lineage of advanced engineering.
Commenting on the campaign, Lutz Kothe, Head of Marketing & PR, Volkswagen Passenger Cars India, said, “Our cars have always been built to take care of passenger safety and comfort. However, inIndiaconsumers are high on their demand for features. This campaign has been intelligently crafted to take care of both the brand's core DNA as well as the consumer demand.”
The challenge was that added features don't make a Volkswagen a Volkswagen – superior German engineering does. This point needed to be driven home while keeping the communication as endearing and true to the brand as possible.
The campaign is based on a simple idea: relate the features to life. How can the new features make life more interesting? So, while the Bluetooth commercial for Polo shows a mother playing a little prank on her unsuspecting son, the GPS TVC for the Vento highlights an innovative use of the device, other than the obvious. What makes them special is it could be absolutely anybody in the car, in that situation. They're very relatable spots.
Louella Rebello, Executive Creative Director, DDB Mudra, explained, “We wanted to announce the features but humanise them. How can a Bluetooth or GPS make a great life story that you will remember years after? That is what we set out to do – a fun way to show how features can enhance life. The scripts pretty much wrote themselves after that.”
The print ads go a step further by talking about the extensive engineering and safety precautions that go into a Volkswagen, besides the exciting new features.
The overall campaign also includes a unique promotional campaign “Lucky 13”, a contest specifically designed for Polo & Vento buyers. The idea of this part of the campaign is to change the perception of luck by making the number 13 lucky for the customers.
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