Volkswagen has recently redesigned its Polo model and launched a nice fully integrated campaign, developed by DDB Sydney, in Australia to promote the updates. The key idea of the promotional movement «For dedicated followers of no one» is reflected in direct marketing, EDM, outdoor billboards, ads, digital media platform (online banners, social media marketing and interactive customer experience activation called ‘Marco Polo’) and prints.
The videos features four young people in a car, who are heading to a night club. The appearance of the three friends is changing every three seconds, while the driver remains the same. This approach was employed to show that the new model is for people who don’t pay much attention to newly emerged trends and have their own style.
Matt Eastwood, national creative director and vice chairman of DDB Sydney, commented, «Young people want a car that reflects their identity, style and attitude and this is what we’ve tried to capture in the creative. The production of the TVC and microsite is world class, which again links back to the high quality of the new Polo model that caters for the young, upwardly mobile audience.»
The manufacturer has also launched an innovative microsite, where the visitors can explore the new model’s characteristics and watch video-interviews with people who like totally new revolutionary things and know how to add sparks to life. They are pyrotechnics expert Allan Spiegel, interior designer Paul Kelly, aerialist and trapeze artist Tammi Dawson, and Flipsters, the young design duo.