People think maintaining a VW is expensive. DDB could have created the standard ad response: ignore the urban myth and pump up the great value servicing. But that’s not how either DDB or VW rolls.
David Brown, parts sales and marketing manager, Volkswagen Group Australia explained, “From an after-sales perspective, our research showed that many people in the market for a new car were not aware of the value and benefits associated with the purchase of a new Volkswagen. We just needed to let them know about the value.
It tackled the problem head on with humour. Made up some ridiculous myths of its own. And in a really friendly way showed that what people believe to be true can be far from what is.
Dylan Harrison, executive creative director, DDB Group Sydney said, “The idea for this campaign was in the problem. Without knowing the facts, people believe Volkswagens are expensive to run and maintain. We wondered what else are people prepared to believe and wanted to deliver it with the trademark Volkswagen understated humour.”
It’s an online campaign and will run until the end of March, supported by targeted banner placements and below the line material across the dealership network.
Creative credits:
Agency: DDB Sydney
Executive creative director: Dylan Harrison
Creative group heads: Steve Hall & Dan Seager
Art director/Copywriters: Richard Grey & Jeff Galbraith
Designer: Domenic Bartolo
Head of broadcast production: Brenden Johnson
TV producer: Gabriella Singh
DoP: Kurt McCann
Editor: Matt Eastwood
