DDB Mudra has created three films as part of the new Volkswagen campaign that brings out the unique strength of Volkswagen – its great engineering – using a tone which is unique to the brand
DDB Mudra has created three films as part of the new Volkswagen campaign that brings out the unique strength of Volkswagen – its great engineering – using a tone which is unique to the brand
BestMediaInfo Bureau | Mumbai | June 26, 2014
Click on the image to watch the TVC.
For all these years, people in India have known Volkswagen as a well-built German car, but what they really don't know is what makes a car a Volkswagen! The fact is that Volkswagen, a brand that stands for superbly designed, innovative feature packed and impeccably built cars.
So, DDB Mudra has conceptualised a campaign which brings out the unique strength of Volkswagen and its great engineering, using a tone which is unique to the brand. Three films have been rolled as part of the campaign titled 'Enjoy the Engineering'.
Sonal Dabral
Commenting on the campaign, Sonal Dabral, Chairman and Chief Creative Officer, DDB Mudra, said, “Volkswagen is all about bringing insightful human stories built around the product truth to the front. These are no ordinary stories, but the narration of incidents which brings a smile on your face. That's what Volkswagen communication is all about and this campaign has delivered just that. I'm sure these films will be loved and enjoyed by the audience as much as they enjoy owning and driving a Volkswagen.”
Rahul Mathew
Rahul Mathew, Creative Head of DDB Mudra, West, explained the creative strategy saying, “Volkswagen has always put consumers first, in every little thing that they do. Every nut, cog and button strives to make the Volkswagen experience more enjoyable and unique. And it's this honest engineering that makes every Volkswagen car a pride to own. So when we had to tell our consumers about the engineering, we decided that instead of telling stories from under the bonnet, we'll tell stories from life.”
The 'Hitchhike' film shows two young guys driving down an empty road in a Volkswagen Vento and listening to peppy music. The boy in the driver's seat is so engrossed in driving that he misses a beautiful girl asking for a lift on the road. It ends with the voiceover saying: 'Enjoy the drive, enjoy the engineering.'
The 'Reunion' film starts with a family get-together scene where two men opposite to each other are shown. While one appears to be smart, the other appears to be extremely clumsy. A time comes when the party host realises that there is no ice, and the awkward guy readily volunteers to get it from the market. Everyone gets stunned to see the smart fellow handing over the keys of his Volkswagen without any tension because he knows that even if the awkward guy falters, the safety features in the car will ensure he is back home safely. The voiceover comes on at the end: 'Enjoy the built quality, enjoy the engineering'.
The 'Gift' commercial starts with a man in a Volkswagen showroom, asking the sales executive about the safety features in the car which will come in handy every time someone makes a wrong move. After being satisfied, he purchases the car and it is later revealed that it was for his daughter. The TVC ends with the voiceover: 'Enjoy the confidence, enjoy the engineering'.
Avik Chattopadhyay, Head of Marketing, Volkswagen Passenger Cars, Volkswagen Group Sales India, said, “We wish to communicate the brand's core, credible and consistent truth of distinct superiority in the aspects of quality, safety and drivability. This makes it both valuable and aspirational. Through the demonstration of our engineering that is not cold and industrial - it is engaging and rewarding.”
A 360° campaign, with activities across all touch-points, has also been rolled out. The activities include – besides the three TVCs across GECs, News, Infotainment, Movies and Regional News channels – two Print ads in leading newspapers and magazines; Digital activation (teaser video campaign); and specially designed POS at dealerships.
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