Volkswagen Australia collaborated with DDB Sydney to develop a campaign supporting the launch of the Volkswagen up! model on the local market. The promotion revolves around the theme of feeling big while being small. The new car is said to be equipped with all the technologies ensuring quality, safety and drivability drivers could find in larger cars. The strapline “feels nothing like a small car” highlights the idea that small products can deliver performance similar to bigger cars—“Good things come in small packages.”
A 30-second TVC “Grandpa” become the centerpiece of the promotion, which also includes street advertising, prints, digital banners and a dedicated website, which describes the new car and offers visitors an opportunity to book a drive. The spot introduces a guy driving the compact car, with his grandfather sitting by him and behaving just like he is in a big, “monster” vehicle. In addition to the “Grandpa” ad, the brand has released “The new up! City Emergency Braking” 15-second spot to highlight the small car’s new safety feature, which “hits the brakes, when you don’t.” In addition to that, Volkswagen has released “The up! Challenge Game,” an app, which allows to drive the car in a single player mode or against mates in multiplayer mode.
“The launch of the Volkswagen up! is our most important product launch for the year as it marks our entry into the sub-light category. The up! sets a new benchmark for this segment in terms of quality, engineering and safety. The campaign leverages the solid, reliable and innovative heritage of the Volkswagen brand while establishing a unique personality for the up!. We believe this will help to distinguish the 2012 World Car of the Year from the rest of the sub-light category competitors,” comments Jutta Friese, GM marketing of Volkswagen.