Volkswagen has launched yet another campaign to grab maximum eye balls for its all new Jetta. People of Delhi, Mumbai, Pune, Bangalore and Chennai woke up to find their newspapers wrapped in a shiny Silver Jacket(false cover) endorsing Volkswagen Jetta on August 29. While the Jacket accompanied Times of India in the first four cities, it was Hindu that took Jetta to households in Chennai. Volkswagen’s Media AOR Mediacom is behind this innovation too like all its previous campaigns. A TVC created as a part of the campaign will go on air from today. The 360 degree communication activity also comprises of a social media campaign running on twitter called “anything4jetta” where users can tweet craziest things they can do to drive home a Jetta.
Speaking on the reason behind using a flashy Silver Jacket as a false cover, Lutz Kothe, Head of Marketing and PR, Volkswagen Group Sales India said, “The jacket connotes the USPs of the all-new Jetta. Silver is our communication colour and therefore the jacket is silver, a much thicker cover represents the quality of the car while the glitzy looks stands for he all new design of the new Jetta.”
Volkswagen’s one-time eye catching media innovation is nothing new; it has been following this format for most of its previous launches like Polo, Passat and Vento. Mediacom, the name behind these innovations, has recently bagged the most coveted award by media agencies – the Grand Emvies for ‘Talking Newspaper’ campaign created for Volkswagen Vento.
“The strategy has worked extremely well for us since last 2 years. We have been able to successfully create great buzz around all our activities which is essentially the objective of any communication. Our campaigns have got people talking. In a single shot we break through the clutter grabbing maximum eye balls. Spends are premium but so are the results,” commented Debraj Tripathy, COO, Mediacom India.
Kothe opined such innovations cause surge in pre-sales enquiries too, adding “When we ran the ‘Talking newspaper’ campaign we received a huge response for the same. Our page visits had more than doubled, it was the hottest search word in Google trends and enquires increased by 200 percent at our showrooms.”
#anything4jetta has already become the most trending topic on Twitter in India since yesterday.
The campaign has been creatively designed by DDB Mudra. Sharing the creative thought behind the activity, Bobby Pawar, Chief Creative Officer, Mudra Group, said “We started with a simple human insight; an exciting and sporty driving experience is addictive. From there came the idea of people doing all kinds of unusual things to drive a Jetta. The innovation was the first chapter in our campaign story, where we wanted people to feel the desire, the sportiness and the thrill of German engineering.”
The Anything4Jetta campaign will run till the end of September 2011.
While the new campaign has garnered attention, Industry experts feel that the connection between creative and media innovation is missing.
Sudha Natrajan, Deputy CEO, Lintas Media Group observed “While I would say the innovation is noticeable and disruptive, I found it whacky and not relevant. Volkswagen has been doing innovations just for the sake of being disruptive. Silver foil printing is new but the link between that and Jetta does not establish. It clearly looked like an ad insert as the size and thickness of the jacket was way different than a newspaper. They must be spending a lot of money, but would it get value for the buck? I am not sure. As a professional I am not impressed. What is the silver jacket talking about the new Jetta? What is it bringing to India? The creative is talking the language of the car but the creative and media does not seem to be talking to each other.”
Alok Agrawal, COO, Cheil Worldwide SW Asia, though not impressed, lauded the pricey initiative. “If I look at the campaign from advertising perspective, what Volkswagen has to say about the car, is not very new and exciting, but the excitement has been created by media. The large impact shocking media innovations is Volkswagen’s USP now. In an increasingly competitive world, it takes lot of courage to do expensive things like these, but then it sticks out. Everybody is talking about the campaign, it has been delivered with a punch, created a buzz around and that’s the fundamental role of advertising,” said Agrawal.
“The glitzy silver printing diminished the appeal of the car itself,” felt Viral Pandya, Founder, Out of the Box, the agency that won Gold for Design at Cannes Lions this year.
“This is not as powerful as the Vento ad. This one looks like a gimmick as there is no idea embedded with the execution. Innovation should make a part of the copy; here it has just been put on a silvery background. The car too isn’t shot to look as silver as the paper. The silver printing over shines the car and the background makes it look duller. The car should have been shot in a limbo background and not on a snow capped mountain. If a car was on a white background, it would have appealed more. The size of the car is also not shown in the best way possible,” said Pandya.