After the first ever print roadblock for Volkswagen in November 2009, The Times of India has now come up with an innovative cut-out exercise for the car maker. This innovation has been carried across all editions of The Times of India and is part of Volkswagen’s aggressive campaign for the India market. The innovation saw a portion of every page of the newspaper cut-out in the shape of the Volkswagen Polo car.
Speaking on the advantages of these kinds of innovations, Ashwini Kamat, General Manager, MediaCom, said, “In the crowded hatchback market, Polo had to stand apart and grab attention boldly and innovatively. The cut-out was an innovative way to achieve just this. The idea was executed in association with Volkswagen, their creative agency and us at MediaCom. This was the kick-off idea for the new Polo, which started its sales in India recently. This would be followed by a 360 degree communication approach for Polo.”
On the responses that they had got from the roadblock in November 2009, Kamat said, “The idea behind the TOI roadblock was to showcase Volkswagen's commitment towards the Indian market and was a very effective step towards that. This was immediately followed by the brand campaign, which catapulted Volkswagen's awareness to double digits.”
When asked about the conceptualisation of this innovation, Divya Gururaj, MD, MediaCom, said, “Volkswagen realised that the brand was not very known in the market, and the fact that its foundation had to be built quickly before the introduction of its premium hatchback, the new Polo. Together, we built upon the idea of the roadblock, which in turn effectively became the base of the first brand communication. Today, people are aware of Volkswagen and our job is to continue to build on this excellent base.”
Speaking on this innovation, Bobby Pawar, CCO, Mudra DDB, said, “I think this is a very innovative way to do any ad campaign. We all members came together and discussed the idea and came to the conclusion with its present form. I believe that this kind of forward thinking will take place in future as well. We want to make readers feel that their newspaper is different from the others. The roadblock that TOI did in November 2009 had a huge success and it was the impact of that, that Volkswagen was the most searched brand in Google.”
It may be recalled that print saw its first ever roadblock deal on November 11, 2009, when all editions and all ad space of The Times of India were taken over by German car manufacturer Volkswagen. Media agency MediaCom had been instrumental in getting that deal in place.