PoloDriver

With the first press drives complete and the car now in showrooms, the European advertising campaign for the new Volkswagen Polo was launched today. The primary focus will be on the sixth-generation car’s safety assistance and convenience systems, with the first press advertisement proclaiming ‘Your back-up when backing-up’, and promoting the Park Pilot and Park Assist functions.

‘Emotional, authentic and humourous’
‘As one of the world’s most advanced small cars, the new Polo calls the tune in its class when it comes to safety – something that is important to people. Our campaign highlights this subject in typical Volkswagen style: emotional, authentic and humorous’, said Jürgen Stackmann, Volkswagen Brand Board Member for Sales. According to Volkswagen, the new TV commercial, print materials and social media campaign will highlight how the new Polo ‘combines safety with adventure’.

The ‘emotional’ aspect comes in the form of a father and son story illustrated in the TV commercial. The spot which shows how assistance systems ‘can enrich lives’, with the father’s unsuccessful attempts to assist his more adventurous son documented through time. But, when they are both in the new Polo, he can relax as the car will ‘assist’ his son, through its numerous safety systems which include a blind spot lane change monitor, as well as front and pedestrian monitors.

The ‘360-degree’ campaign begins in over 30 European countries simultaneously. The print campaign will focus on modern convenience and safety technologies, while Volkswagen also states that the new Polo will also be the star of ‘entertaining’ feature films especially made for social media channels. The campaign has been devised by DDB Berlin, DDB Hamburg, and Adam&Eve DDB London.

The new Polo’s ‘father and son’ one-minute TV spot can be seen at www.volkswagen.de.

Continue Reading

‘Drive Confident’. That’s just one of the slogans Volkswagen has decided upon as the lynchpin of the New Polo advertising campaign. An international launch campaign has been unveiled under the ‘Reassuringly safe. Calming innovative.’ banner and sees advertising materials focus on the New Polo’s extensive safety features and technology.

The car boasts many class firsts for safety, and so the TV and press advertisements focus on features such as the Front Assist monitoring system with City Emergency Braking function, ACC automatic distance control, as well as the new and innovative LED headlights. The campaign was launched in Germany on 16 April and will see a roll-out across Europe. Formats will include print and web media, as well as TV spots and ‘web specials’ such as microsites.

A ‘web special’ microsite is available at www.polo.de, which features new product information, interactive 360-degree experiences, assistance system films, and interactive social media opportunities. It has been created by DDB Tribal Hamburg. The print campaign has been created by DDB Team Blue and DDB Tribal Berlin.

The TV campaign meanwhile was created by DDB Team Blue and DDB Amsterdam and features a new composition of Under Pressure by David Bowie and Queen. Showing drivers with animated and nervous passengers, the message is that the New Polo does a lot of the driving safety work for you, leaving passengers much calmer. Another features the MirrorLink function which enables control of a smartphone through the New Polo’s new infotainment system.

The star of the New Polo campaign is the limited edition Polo Fresh model, available for one year after the refreshed car’s introduction, and available in the UK as the SE Design model. The example used in the campaign has LED headlights, panoramic sunroof, and is painted in the eye-catching ‘Cornflower Blue’ colour, presumably to catch younger drivers’ attention (it’s also a great shade).

The New Polo is already on sale in mainland Europe, with UK deliveries starting in July. Priced at £11,100 for the 1.0 S, the range rises through S A/C, SE, SE Design and SEL, and tops off with the sporty yet frugal BlueGT featuring cylinder deactivation technology. BlueMotion and GTI models will follow later in the year. Visit our extensive New Polo pages for more information.

Continue Reading

So here it is, the first television commercial for the New Polo. While the refreshed 6R model (we’ll still call it the 6R (F) for now until an official designation is given) stars at the Geneva motor show, Volkswagen has released this 67-second spot for the car. Showcasing the New Polo’s class-leading technology, it hints, by using hip and trendy youngsters, that while it may look the same as the outgoing car, there’s a lot that’s actually different. Just like the two opposing sides of the Polo drivers this ad shows the viewer. The New Polo goes on sale in April with UK-bound deliveries expected in July.

Continue Reading

The Polo GT TSI has recently been introduced to the Indian market, and now heads Volkswagen’s Polo 6R range in the country. Until the GT TSI’s arrival, the highest-performing Polo was powered by a 74bhp, 1.2-litre engine. The GT TSI meanwhile, packs a 104bhp punch, thanks to its turbocharged 1.2-litre engine, as seen in the UK’s Polo SEL. To herald the new car’s appearance, is this 45-second TV commercial, where a boy’s father is seen as ‘Superdad’, performing all sorts of seemingly mini-miracles. The spot plays on the GT TSI’s increased performance (its main selling aspect) to mildly humourous effect, tying in with the ‘Power beyond the ordinary’ tagline. The Polo GT TSI is priced at Rs 7.99 lakhs ex-showroom, Delhi, and includes features such as external ‘GT’ badging, 15” ‘Estrada’ alloy wheels, and a standard seven-speed DSG gearbox.

Continue Reading

Volkswagen India has launched a fresh assault on the supermini market this week with a new advertising campaign for its popular Polo and Vento (Polo saloon) models. The pair were mildly refreshed a few months ago, and this campaign highlights some of the gadget-led revisions that appear on the small hatchback and its saloon counterpart. These 45-second TV commercials highlights the new Bluetooth connection both 2013 models receive, and is done with Volkswagen’s trademark sense of humour. The new advertising campaign strapline is ‘The Polo. Added features. Added value.’ (The same slogan applies to the Vento).

[Source: Indian Autos Blog]

Continue Reading