AdStrat: Volkswagen Jetta says it’s ‘Worth Everything’ for new offering

30 Apr,2015

Volkswagen, one of Europe’s leading carmakers has been synonymous with its world renowned German Engineering. Volkswagen in India too has constantly innovated to launch best-in-class offerings that are high on build quality & have unmatched driving dynamics

 

Campaign Brief

Post its launch in 2009, the Volkswagen Jetta has earned a reputation of being a luxurious sedan built to enhance the driving experience. With the launch of the New Jetta, Volkswagen aims to set a new benchmark when it comes to product superiority, sophistication & overall safety.

 

Objective

The objective of the campaign was to improve awareness and consideration for the New Jetta by heightening the desirability for the car & making it aspirational in nature.

 

Campaign Idea

The new-age Jetta buyer seeks & appreciates top-notch quality and well-crafted design, with a desire to stand apart from the ordinary with the choices that he/she makes.

 

The campaign built on the obsession platform used a couple of years back, amplifying the great lengths one would go to achieve something extraordinary. An idea that would make both, the car and its buyer, distinguished. Thus, was born the idea of ‘Worth Everything’.

 

Creative Execution

The media rollout consisted of a clutter-breaking 45-second TV commercial, along with print innovations in leading dailies. This was supplemented by OOH, digital & other interactive initiatives

 

The sharply executed TVC is a tale of obsession. The key protagonist; in this case the chameleon develops an obsession for the new Jetta upon spotting it drive by. The narrative portrays how the chameleon changes his colours to match the contours of the car; much to the amazement of his peers. Undeterred he keeps at it and the end reveals him get on the Jetta, cleverly camouflaged & perched on the front grill.

 

Rahul Mathew, Creative Head, DDB Mudra West said, “In Volkswagen commercials we always try to capture simple emotions that our cars evoke. And then tell it a charming and refreshing manner. For the new Jetta the emotion was a no-brainier – desire. And then used a chameleon to bring out the different shades of this desire, quite literally.”

 

Kamal Basu, Head – Marketing & PR, Volkswagen Passenger Cars said, “Volkswagen advertising has a unique tone and the brand always tries to set new benchmarks with its campaigns. We wanted to do something unique for the New Jetta, and the DDB Mudra team has worked on the brief very well. We believe that the final outcome has been fantastic and the team is excited with how the new Jetta campaign has shaped up, and with the overwhelmingly positive response that we have got for the new campaign.”

 

Agency Credits

Agency: DDB Mudra West

Chief Creative Officer: Sonal Dabral

National Head Planning: Aditya Kanthy

President, DDB Mudra West: Rajiv Sabnis

Creative: Rahul Mathew, Ferzad Variyava, Karunasagar Sridharan, Preeti Verma, Sagar Moriye, Manuja Patil

Account Management Team: Anurag Tandon, Giridhar Bhat, Shivavrata Sarkar, Hemant Joshi

Strategic Planning Team: Mou Roy, Deboleena Chatterjee

Films Team: Vishal Sane, Vishal Agarwala

 

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