The ‘Worth Everything’ campaign has been conceptualised by DDB Mudra West and the media rollout consists of a TVC, print innovations in leading dailies, OOH, digital and other interactive initiatives
BestMediaInfo Bureau | Mumbai | April 29, 2015
Post its launch in 2009, the Volkswagen Jetta has earned a reputation of being a luxurious sedan built to enhance the driving experience. With the launch of the new Jetta, Volkswagen seeks to set a new benchmark when it comes to product superiority, sophistication and overall safety. Volkswagen has rolled out a new campaign, which heightens the desirability for the car, therefore, making it aspirational in nature.
The integrated campaign idea, ‘Worth Everything’, also revolves around the fact how a new-age Jetta buyer seeks and appreciates top-notch quality and well-crafted design, with a desire to stand apart from the ordinary with the choices that he/she makes.
The campaign is built on the obsession platform used a couple of years back, amplifying the great lengths one would go to achieve something extraordinary. An idea that would make both the car and its buyer distinguished. Thus, was born the idea of ‘Worth Everything’.
The media rollout consists of a 45-second TVC, along with print innovations in leading dailies. This has been supplemented by OOH, digital and other interactive initiatives.
Created and conceptualised by DDB Mudra West, the TVC is a tale of obsession. The key protagonist, in this case the chameleon, develops an obsession for the new Jetta upon spotting it drive by. The narrative portrays how the chameleon changes his colours to match the contours of the car, much to the amazement of his peers. Undeterred, he keeps at it and the end reveals him get on the Jetta, cleverly camouflaged and perched on the front grill.
Commenting on the campaign, Rahul Mathew, Creative Head, DDB Mudra West, said, “In Volkswagen commercials, we always try to capture simple emotions that our cars evoke. And then tell it a charming and refreshing manner. For the new Jetta, the emotion was a no-brainier – desire. And then used a chameleon to bring out the different shades of this desire, quite literally.”
Kamal Basu, Head – Marketing & PR, Volkswagen Passenger Cars, added here, “Volkswagen advertising has a unique tone and the brand always tries to set new benchmarks with its campaigns. We wanted to do something unique for the new Jetta, and the DDB Mudra team has worked on the brief very well. We believe that the final outcome has been fantastic and the team is excited with how the new Jetta campaign has shaped up, and with the overwhelmingly positive response that we have got for the new campaign.”
Agency: DDB Mudra West
Chief Creative Officer: Sonal Dabral
National Head Planning: Aditya Kanthy
President, DDB Mudra West: Rajiv Sabnis
Creative: Rahul Mathew, Ferzad Variyava, Karunasagar Sridharan, Preeti Verma,
Sagar Moriye, Manuja Patil
Account Management Team: Anurag Tandon, Giridhar Bhat, Shivavrata Sarkar, Hemant Joshi
Strategic Planning Team: Mou Roy, Deboleena Chatterjee
Films Team: Vishal Sane, Vishal Agarwala