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.
 
Requirements
To produce one press ad for the Volkswagen Golf GTi. A hot hatch that has been the epitome of this type 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. NB: Work in teams of two or three.
 
Proposition
“Often copied. Never equalled. 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.
 
The proposition: The best just got better.
 
NB: Volkswagen advertising adopts a subtle approach, it’s considered, not brash. The suggestion that this car goes like a rocket will not be allowed. you will have to think of clever ways in which to get the performance element into this ad.
 
 Support to the proposition
The GTI is powered by a 2.0-litre, 217bhp turbocharged four-pot, which is good for 0-62mph in 6.5 seconds, and a top speed of 152mph. Sell the six-speed manual ’box as opposed to the auto. The GTI’s fully independent rear suspension and phenomenally capable chassis help serve up an unimpeachable blend of handling accuracy and ride comfort. Spend another £795 and you’ll gain adaptive chassis control, which beefs up the dampers and overall poise. But if you really want to wring the best out of it, another £980 nets the Performance Pack, principally a clever electrohydraulic diff that absolutely nails the GTI’s front end to the corner. Golf GTI is still searingly good. The tartan seat trim, golf ball gearlever and flat-bottomed three-spoke steering wheel all invoke memories of the original GTI. The cabin is both state-of-the-art and best-in-class, with touchscreen multimedia – including DAB as standard – red ambient lighting, and the sort of high quality, purposeful atmosphere many rivals can only dream about. Its active and passive safety systems are peerless, too. Practicality matters to Golf GTI buyers too. This one doesn’t let them down. Fitting a family of five inside is entirely viable. More powerful than before, VW claims a much improved and barely believable combined average of 47.1mpg, while CO2 emissions of 139g/km put it in band E. On top of that, the fitment of an emergency braking radar sensor in the grille means that the GTI sits a full five insurance groups lower than before. There’s not a hot hatch on sale that’s more capable yet more sensible than this.
 
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! Tone of voice Light, confident, can be humorous but NOT flippant or jokey. Prices Priced from £26,130 to £27,750. Call to action Call the number to arrange a test drive or visit the website for the nearest retailer.
 
Mandatories
VW roundel Das Auto / www.volkswagen.co.uk / 0800 333666
Font: Futura
 

RESPONSE:

1)

 

You don't need to know about the new six-speed manual box, or that the new Golf GTI can reach a top speed of 165mph, or even the built in multimedia touch screen feature and you can forget about the phenomenally capable chassis...

 

Instead, let's just take a moment to appriciate the pretty red lights.

2)

 

 

Now, that's better.

3. (Regional Only)

 

 

No likey, no lighty.