Volkswagen has launched an upgraded diesel variant of its sedan the Volkswagen Jetta for which its creative agency Mudra has created the launch communication.
The TVC for the new Jetta shows the story of a boy born with wings. He uses his wings to his advantage in different situations which makes him into a celebrity until he spots the Jetta in a Volkswagen showroom. The film ends with him shown dropping his wings and driving off in the new Jetta with a super that reads ‘The all new Jetta, you’ll do anything to drive it’.
Talking about the campaign Bobby Pawar, chief creative officer, Mudra Group and Rajeev Raja, national creative director, DDB Mudra said, ‘It is an old DDB belief that the magic is in the product. It’s certainly true of the all-new Jetta. It’s a car whose drive isn’t just sporty and dynamic, it’s addictive. From there it was an easy leap to the idea of people doing anything to drive the car. The trick was to make each expression of the idea in every medium from TV to print to digital special, by making sure they were all surprising, humour and they brought a twinkle to your eye’.
Lutz Kothe, head of marketing and PR, Volkswagen Passenger Cars, Volkswagen Group Sales India, said, “For the new Jetta’s launch campaign we continue with our highly innovative approach in India. We’ve seen that people do appreciate this. Along with our TVC, in our 360 degree approach, the OOH medium will see some highly innovative work and we will have a social media campaign which will be in combination with our traditional advertising approach.”
Volkswagen has also created a website for the Jetta, www.anything4Jetta.com. The enitre social media campaign is maintained by Grey Digital and asks people to Tweet what would they do for the all-new Jetta. The best Tweet would end up winning the car.
Commenting about the concept, Bishwajeet Samal, head of marketing communication, Volkswagen, said, “We wanted to communicate and engage with users on Twitter in a way which encourages them to be innovative; which is one of the core values for Brand Volkswagen. What better medium than Social Media? The first days of the campaign have been fabulous and we are hoping to the see the twitterverse buzzing with #anything4jetta during the entire contest period.”
On the digital campaign, Kothe added, “We wanted a 360 campaign, not the way it is typically done. Each medium has its role and that’s what we expected our agencies to come back with. I am glad the campaign is getting a lot of good response across all the touch points. The contest on digital is one more step towards becoming the most interactive brand.”
See images from the print innovation here