Volkswagen Polo: Sell Your Car

August 09, 2011Filed under Print and Automotive
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Challenge: Produce a newspaper ad for the desirable new Volkswagen Polo.

Solution: We targeted people in the market for a new car. In the motoring sections of newspapers, we ran a double-sided ad that capitalised on the Polo’s appeal. By cutting out and using the ad, people could put their current cars up for sale, while driving around with a constant reminder of the car they’d rather have: the gorgeous new Polo.

Result: We turned car windows into a new media space. Every car that used our ad became a mini billboard for the Polo’s sheer desirability – a fact made even better when it was a Toyota or Ford with our Volkswagen message in its window.

Advertising Agency:Ogilvy & Mather, Cape Town, South Africa
Creative Director:Chris Gotz
Art Director:Prabashan G Pather
Copywriter:Sanjiv Mistry
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