A TV, print, outdoor and digital campaign, by DDB London, introduces the strap-line ‘Unbelievable value'. The push is intended to combat a perception among consumers that rival manufacturers, such as Ford, are cheaper.
The work marks a departure for VW, which has previously mentioned the price of models in its ads, but has not made this the main focus.
In the first of five 30-second TV executions, which will run for three months, a learner driver is asked to read a nearby VW poster by her examiner.
It carries the line ‘Polo, only £9790'. The pair are then shown staring in disbelief. A further tranche of TV executions will break in September.
Press and poster ads, which break on 25 April, will extend this theme. One resembles an eye-test chart and uses the line ‘You don't need your eyes tested. Running a Golf is up to 18% cheaper than the competition.'
Another displays words placed at the far left- and right-hand-side of the ad, to form the sentence ‘Get up to three years servicing on any new Volkswagen for only £250. It's true, no need to shake your head.'
VW last embarked on a price-led strategy in the late-90s, when it ran a TV ad showing workmen cladding a lamp-post, because passers-by, distracted by a poster ad for the Polo, kept bumping into it.
.jpg)
.jpg)