DDB Mudra West has created a new series of ad campaigns for Volkswagen called Hitchhike, Gift and Reunion.
A 360° campaign, with activities across all touch-points, has been developed to reach the target audience, which includes three TV commercials (across GECs, news, infotainment, movies and regional news), two print ads (in leading newspapers and magazines), digital activation (teaser video campaign) and specially designed POS at dealerships.
The TV commercials, as well as the print ads, highlight the brand's key differentiators - build quality, safety and drive quality.
The engaging situations and endearing characters demonstrate how one can truly enjoy a Volkswagen.
Volkswagen is known for their exceptionally well-engineered cars, which are superbly designed, packed with innovative features, and impeccably built.
In India, while people do know of Volkswagen as a well built and innovative German car, but they don't really know what makes a car a Volkswagen.
This brand campaign was conceptualised to bring alive that unique strength of Volkswagen: the engineering, in a tone and manner that is uniquely Volkswagen.
The campaign showcases the real-world benefits of confidence, safety and exhilaration (derived from the solid build, best-in-class safety, and unmatched drive quality).
Bringing alive how people can ‘Enjoy the Engineering’ of a Volkswagen.
Speaking about the campaign Avik Chattopadhyay, Head of Marketing, Volkswagen Passenger Cars, Volkswagen Group Sales India Pvt Ltd said, “We wish to communicate the brand’s core, credible and consistent truth of distinct superiority in the aspects of build 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. Engineering to be enjoyed!”
Commenting on the campaign Sonal Dabral, Chairman & Chief Creative Officer said, “Insightful human stories built around the product truth and that bring a smile to your face. That's what Volkswagen communication is all about. This campaign delivers 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, Creative Head, DDB Mudra West said, “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.”
You can watch the ads here: