Ogilvy Cape Town sent us a break down of their latest press ad for the new Volkswagen Polo –
THE CHALLENGE
Produce a newspaper ad for the desirable new Volkswagen Polo.
THE SOLUTION
We targeted people in the market for a new car. In the motoring sections of newspapers, we ran a double-sided ad that capitalised on the Polo’s appeal. By cutting out and using the ad, people could put their current cars up for sale, while driving around with a constant reminder of the car they’d rather have: the gorgeous new Polo.
THE RESULT
We turned car windows into a new media space. Every car that used our ad became a mini billboard for the Polo’s sheer desirability – a fact made even better when it was a Toyota or Ford with our Volkswagen message in its window.
Credits:
Creative Director – Chris Gotz
Art Director – Prabashan G. Pather
Copywriter – Sanjiv Mistry
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