Volkswagen UK: Polo Launch mailing

Proximity London

ENTRY INFORMATION

Category: Automotive
Country where program ran: UK
Date program started/ended: August 2009

Product Description: The new Volkswagen Polo. Taking design features from sister models the Volkswagen Scirocco and Golf, the new Polo takes on a fresher, sportier presence while retaining the quality engineering heritage of its predecessor.

Advertiser/Client Name: Volkswagen UK
Media Channels: Direct Mail

STRATEGY

Marketplace Challenge:

The Volkswagen Polo competes against strong competitor models such as the Ford Fiesta and Vauxhall Corsa whose success lies in their combination of style and value for money. Our problem was that Polo, although known for its reliability and quality, was perceived to be expensive and not ahead in terms of style. We needed to communicate that everything about the new Polo is elegantly crafted, beautifully thought-through and designed to stand the test of time, not a flight of fashion, designed only for the here and now.