Brand: Volkswagen Ameo
Brand owner: Volkswagen Group
Lead agency: DDB Mudra Group
Industries: Compact, small family cars
Media channels: Newspapers, Outdoor, out-of-home, Radio, Television
Budget: 3 - 5 million
The Ameo was the most unique launch for Volkswagen, especially in India, because Volkswagen was for the first time in its history developing a new car model specifically for only one geographic market.
Traditionally, this first-time-buyer segment was for the money-conscious, not the quality conscious; and hence German engineering and the build quality of Volkswagen almost had no right to win. So, how does one make the first-time car buyer see value in our brand when it is perceived to be overpriced and underspecced? We did it by understanding one of the biggest conflicts in his life: the need to be seen as mature and responsible regardless of outward appearance.