The campaign comprising three 15-second TVCs conceptualised by DDB Mudra, humanizes the theme of 'boldness'
BestMediaInfo Bureau | Mumbai | September 6, 2013
Click on the image to watch the TVC.
For Volkswagen, one of the world's leading automakers, being innovative is not new. In fact, innovation is always at the core of its thinking. Whether it is in their cars or when it comes to creating fresh brand communication that influences buyer behaviour.
Currently, the competitive hatchback segment in India has become a fairly complacent market. Volkswagen felt its customers were ready for an upgrade of its popular hatch – the Polo. The possibilities of owning the premium hatch space in India were worth exploring. Volkswagen felt it was the right time to launch its internationally popular premium hatchback – the 'Cross Polo'.
The Cross Polo is the bolder version of the Polo. It is big on looks, with styling that sets it apart from anything that's on the road currently. Its bold new additions like the new Cross grille, black cladding, silver-coloured mirrors and sporty roof rails, among others, take it a notch above standard hatchbacks.
This hot new hatch makes for a bold stance on the road – a personality trait that the brand wanted its potential customers to see. This led to the 'Get bolder. The Polo just got bolder' idea being born, with Cross Polo owners going about their day with an added edge to their confidence.
The rollout consists of three sharply executed 15-second TV commercials, along with a series of informative print ads. These are supported by exciting digital and on-ground implementations, in sync with the Volkswagen spirit of innovation.
DDB Mudra, the agency that conceptualised the campaign, went a step further by humanizing the theme of 'boldness' in the campaign. For instance, one TVC highlights the confidence of a young woman executive who puts her colleague in his place for calling her 'sweetie'.
In another commercial, a seemingly regular guy steps out of his league when he finds himself in an elevator with a beautiful girl. On the pretext of telling her which floor number to press, he gives her his phone number and succeeds in asking her out.
In the third commercial, we see a couple moving in to a new housing complex. They have no qualms telling their conservative new neighbour that they are not married, but living in.
Digitally, the launch and engagement phases include social media channels like Facebook and Twitter, along with high-impact feature-led communication across car portals and search engines.
While the TV commercials went online as viral videos and successfully cemented the message of 'Get bolder', dealerships are capturing the attention of consumers with month-long engagement activities on ground as well.
Sonal Dabral
Sonal Dabral, Chairman and Chief Creative Officer, DDB Mudra Group, said, “It's always challenging to tell a compelling story in 15 seconds, more so for an iconic brand like Volkswagen. Our latest work succeeds in doing just that. The campaign is bold, smart, efficient and makes a point quickly and memorably just like the bold new Cross Polo.”
Louella Rebello
Louella Rebello, Executive Creative Director, DDB Mudra, said, “It was challenging to communicate the 'Get bolder' proposition in 15 seconds. With the car shot and logo, we had just about 6 to 7 seconds to play. So we set a context and took a stance in the establishing shot itself. These films were fun to make.”
Arvind Saxena, Managing Director, Volkswagen Passenger Cars, Volkswagen Group Sales India, said, “The Polo is an important carline in the Indian portfolio and with ongoing updates we keep it relevant and exciting for our customers. The Cross Polo has been created for those looking at a premium hatchback in a sporty 'crossover' style.”
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/ "Click on the image to watch the TVC.")