DDB tasked to change perception of Volkswagen in NZ launching new ‘price + value’ TV campaign
October 18 2011, 10:57 am | | 5 Comments
In New Zealand, Volkswagen is perceived as premium European cars, and is thought to be too expensive by many new car buyers.
Volkswagen wanted to change that perception so the company has reduced the cost of its cars across the range, making a Volkswagen even more affordable.
DDB Group New Zealand was briefed by Volkswagen to create a campaign that highlights the price and value of a new Volkswagen.
5 Comments
Yeah nah. It’s a comparison people won’t care about. People are not going to choose between getting a haircut and getting their car serviced. They’re going to get their haircut anyway, and it’s going to cost what it costs. Obviously it’s just a comparison to describe the price in a way people can relate to. But no-one’s going to get upset about it, like the chick in the spot, and that’s the insight this ad is trying to engage us with. I don’t buy it. A more meaningful comparison would be with, say, how much it costs to get your 1986 Corolla serviced over the same period. There might be a surprise there. And that might be enough for people to actually give a shit.
Snore bore.
word.
You’re suggesting an obvious comparison. A surprising comparison would actually work best. Like, say, how much a doodler spends on pencils. Or something.
But then you wouldn’t get to say ‘aspirational’ in the meeting. That’s the drawback.
@11:22
I agree, a comparison with money spent on something that’s not essential, like a fancy pair of shoes, might work better than something essential, like a haircut, because that’s money you’re throwing away anyway.
But I still think it would be a false comparison. The surprise shouldn’t be in what you’re comparing to what, it should be in the result of the comparison. In other words, the product benefit. If someone told me I’d spend $2,500 servicing my shitbox car over three years, then pointed out I could get my new VW serviced for around a grand in the same period that would be a surprise. You can still execute in a creative way, but the core message is more compelling.
So yes, I agree with you. But not entirely.