German automotive manufacturer Volkswagen is showing how print can
used effectively as the main advertising platform as an India entry
strategy and then subsequently for pushing products in a highly
competitive but growing marketplace.
launched its campaign for the Polo and Vento with an innovation
in todays edition of The Times of India, The Hindustan Times
and The Hindu. The creative force behind the innovation is Omnicoms
As part of the innovation a light-sensitive chip attached to the
paper began to vibrate as readers opened the newspaper. This was
the car manufacturers way of communicating to readers the
shiver of excitement theyll experience when they see the exciting
new features in the Polo and Vento.
Two pages of the four page jacket were devoted to bringing alive
the many innovations and unique processes that go into making each
and every Volkswagen. The fourth page of the jacket also communicated
the great value that the Polo and Vento offer.
Volkswagen Passenger Cars and Volkswagen Group Sales India head
of marketing and pr Lutz Kothesaid, Like our carlines, innovation
has always been the core of our communication. Through this innovation
we have not only communicated the unique processes that go into
making a Volkswagen but also the new features added to Polo and
Vento. I am confident that like our other campaigns, this initiative
will excite our customers to walk into our showrooms for a test
DDB Mudra Group Mumbai president Rajiv Sabnis said, Volkswagen
operates its business globally on three fundamental value pillars-
Innovative, Responsible and Valuable. The "shivering"
newspaper idea and the content in the four page pull-out advertisement
demonstrates all three value pillars of Volkswagen- it is led by
the innovative idea of a shivering newspaper, supported by the responsibility
with which Volkswagen manufactures their cars and the value that
the Vento and Polo offer with their exciting new features. Volkswagen
and DDB Mudra have raised the bar again in creating innovative communication
and demonstrated social creativity that is getting talked about
on social networks.
DDB Mudra senior vice president Anurag Tandon said, When you
walk inside a Volkswagen plant, every step you take makes you want
to share with the world, the story about the passion, the rigour,
the attention to detail and the sheer superiority that goes inside
every Volkswagen. Our idea stems from a deep understanding of what
makes a Volkswagen, a Volkswagen and strategically it comes from
a belief that we need to influence a fundamental shift in the car
buying behavior of the Indians
DDB Mudra executive creative director Louella Rebello said, The
vibrating newspaper besides conveying the excitement of the Polo
and Vento, highlights how Volkswagen cars are fundamentally superior.
As Indians, we like to tick the boxes on peripherals while buying
a car. What we are saying is sure, tick boxes. But tick the right
ones. Make sure the fundamentals are rock solid first.
Volkswagen currently offers the Jetta, Passat, New Beetle, the SUV
Touareg, the Phaeton, the Polo and the Vento.
Volkswagen has in the past carried out a nationwide roadblock on
The Times of India, with its 'roadblock' along with its Volkswagen
Polo 'Hole-in-the-paper' campaign.
As part of the campaign, for the first time ever, a newspaper was
blocked on a nationwide scale by a single advertiser across 16 editions.
A total of 6.86 million readers were introduced to Volkswagen which
resulted in Volkswagen becoming the No.1 searched term on Google
India soon after the roadblock.
To launch its premium hatchback, Polo, Volkswagen had cut-outs in
the shape of the car at the top of every page of The Times of India
and a distinct feature of the car was detailed on each page.
Last year, the German automobile manufacturer had taken the aid
of the talking newspapers to reach out to its potential buyers in
an attempt to introduce its premium entry level sedan Vento in India.
For the talking newspaper campaign, Volkswagen partnered
with the TOI and The Hindu for a nationwide communication strategy
wherein whenever the reader opens the newspaper, a voice speaks
to him about the car manufacturer's latest variant in India. A light-sensitive
chip is attached to the page announcing the arrival of a perfectly
engineered car by Volkswagen.
The Polo is a the Volkswagen offering in the hatchback segment and
competes with Ford Figo, Maruti Suzuki Swift, Nissan Micra and Honda
Brio while Ventos main competition comes from Ford Fiesta,
Skoda Rapid, Hyundai Verna and Toyota Etios.
Polo is priced between Rs 400,000 to 450, 000 and Vento costs between
Rs 850, 000 to Rs one million.