Volkswagen Hong Kong: Project Polo – turning probationary drivers into professional ones
Andreas Krasser
Campaign details
Brand owner: Volkswagen Hong Kong LimitedLeading agency: DDB Group Hong KongBudget: Up to 500kCountry: Hong KongIndustry: Compact, small family carsMedia: Events and experiential; Internet - microsites; Online video; Social media
Market background and cultural context
A highly polarised market, with VW caught in between
Owning a car in Hong Kong is a luxury. The government charges a minimum first-time purchase registration tax of 40% of the value of a private vehicle, which makes...