Campaign details

Brand Volkswagen
Brand owner: Volkswagen Group
Lead agency: DDB Russia
Country: Russian Federation
Industries: Compact, small family cars
Media channels: Games & competitions, Online display, Online video, Packaging & design, Point-of-purchase, in-store, Print - general, unspecified, Social media, Television
Budget: 1 - 3 million

Executive summary

The Polo model makes up 66% of overall Volkswagen sales in Russia. However, it has not been updated for several years – both in terms of new options for the vehicle and in terms of its exterior body.

In the difficult economic times and with competition constantly growing in the budget car segment, Volkswagen Polo risked losing its position of being value for money. Korean cars had been updated much more often and were seducing consumers with cars at the same price, which had dynamic bright exteriors and were full of innovative options.