VW Print Ad
Objectives: To produce one press ad for the Volkswagen Golf GTi. A hot hatch that has been the epitome of this types from the day it was launched back in 1975. How you deliver the propositions of the car is up to you – headline only, headline and short copy (four lines for example), headline and a long copy platform or simply all copy and no image (this will be a challenge). Full-page ad for the National Press.
Background: Historically, Volkswagen advertising has been the very pinnacle of creativity coupled with fact. It managed to ‘speak’ to its audience on their level, bringing to them a vehicle of outstanding reliability and quality. Propositions of detail and fact that were unheard of not that many years ago. However, due to the advent of strict safety directives within the automotive industry and the competition to build the best quality transport whilst providing greater value for money, it could be said that the task is now more difficult to sell a car than ever before, given all car manufacturers boast quality, safety and style
Target Audience: Generally guys in their late 20s/early 30s (this is not youth money!). ABC1. Mostly men will be making the decision to buy this car, but if you think you can find a good reason why this car should be targeted towards women...go for it!
Brand Values: Through its unique brand personality, Volkswagen has created a strong Emotional Selling Proposition (ESP) for itself by staying true to its humble “for the people” origins that most consumers will relate with. The brand’s approach on a down-to-earth image has also made Volkswagen a household name. A successful brand always maintains its core values and respect to its customers, just like Volkswagen.
Another ESP that has enhanced Volkswagen’s brand image is its brand’s ultimate driving experience. Volkswagen emphasises very much on all its cars’ overall handling, allowing consumers to control their Volkswagens as if it’s their own body. This appeals emotionally to us because everybody would surely want a car that is within our control regardless of any situation, right?
Proposition: “Often copied. Never equaled. The seventh generation of the iconic hot hatch. Sometimes it’s hard to argue with the original” is Volkswagen’s positioning line for the GTi.”
Our response
Scamp ideas
Copy (set out in traditional Volkswagen short, indented paragraphs) read in a broken style,reads:
Headline:
Judy didn’t mind that Elaine had an electric hedge trimmer, after all her husband had golf GTI.
Main body:
Judy & Elaine were life long neighbors, they shopped together and even played tennis together.
Elaine loved to see what was new in Judy's home. The fridge, the wallpaper, carpets... and copy.
Not to worry, Judy didn’t mind that Elaine loved to take 'inspiration' as she liked to call it.
The reason for Judy's relaxed attitude was because when she went shopping with her husband, his car had 213 Bhp turbo-charger four-pot, this did 0- 62mph in 6.5 seconds, meaning Judy was always that one step ahead.
The touch screen multimedia in her husband’s car meant she had complete control, unlike Elaine who loved to copy.
Judy’s husband loved how his car did an average of 47.1 mpg... she liked this because it brought the insurance down to group E.
After all, the saving on the insurance made sure Judy could change the decor once a month.
With a neighbor like Elaine, it was a full time job.
Right hand side copy:
Golf GTI
From 26,130 to 27,750
Call your local dealer
To arrange test drive today.
