Volkswagen Polo launch

1.    New formats

We used 2 formats, an expandable MPU and an expandable leaderboard. Both formats consisted of three sections with a different creative message in each.

2.    Engaging message

The main messages we wanted to convey in order to celebrate the launch of the new Polo were price, safety and fuel economy. The overall campaign idea was “no compromise” showing that the Polo is best in class in all of these areas. We therefore decided that each of these areas needed to be promoted equally so decided on the threefold approach within the creative. The campaign results were considered a great success by all parties involved, with very high interaction and click through rates as well as interaction time. This meant that users really engaged with the creative and as a result found out a lot more about the new Polo in the process.

3.    New concept

The online creative was very engaging and interactive so it has really showcased the online opportunities to our client in Volkswagen and has also set the standard for other motor distributors in terms of using engaging rich media formats that really draw the user in to interact with the banner. Our safety piece included a driving test to use the cursor arrows to find the 5 safety stars, our price piece consisted of a sliding scale to “guess the price” and the consumption piece consisted of picking points on the map of Ireland to see how much fuel would be consumed on your virtual journey. All the creative was aimed at educating the user and informing them of the features of the new Polo, all executed in a fun and engaging manner.

4.    Integration of online and offline media and events
 
The online advertising was fully integrated with the offline (press, PR, TV) and other areas such as social media (facebook). The over arching idea was “No compromise” which translated through all media and the use of imagery was consistent in all touch points.

5.    Representation of new ideas/market leaders

See point 3.

6.    Innovative campaign

This campaign was very innovative as we used new technology behind the creative in terms of developing the virtual journey planning and the driving game. Each piece of the overall creative was in itself a complex piece of development and design so when all three pieces came together to form the overall creative format it really stood out as an innovative and creative piece that really stood out from other mainstream motor advertising.