THE POLO LAUNCH by DDB Mudra Group Mumbai for Volkswagen

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THE POLO LAUNCH

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Industry Cars
Media Direct marketing
Market India
Agency DDB Mudra Group Mumbai
Photographer Alex Rank
Released March 2010

Credits & Description

Category: Cars & Automotive Services
Advertiser: VOLKSWAGEN INDIA
Product/Service: VOLKSWAGEN POLO LAUNCH
Agency: MUDRA DDB GROUP
Date of First Appearance: Mar 8 2010 12:00AM
Entrant Company: MUDRA DDB GROUP, Mumbai, INDIA
Chief Creative Officer: Bobby Pawar (DDB Mudra)
National Creative Director: Rajeev Raja (DDB Mudra)
Creative Supervisor- Copy: Hemant Sharma (DDB Mudra)
Creative Supervisor- Art: Trishna Parkash (DDB Mudra)
Vice President- Account Management: Ashish Marwah (DDB Mudra)
Account Executive: Punit Bhatt (DDB Mudra)
Planning Head: Micheal Follet (DDB Mudra)
Studio Artist: Bhaskar Puppala (DDB Mudra)
Photographer: Alex Rank (F A Ceaser)
Media placement: Newspaper - The Times of India - 8 March 2010

Describe the brief/objective of the direct campaign.
Only when it is innovation, is it truly Das Auto. When the time came to announce bookings being opened for the Volkswagen Polo we chose to stick with the idea of innovation, intrinsic to the Volkswagen DNA. What we needed was a defined, high intensity, eyeball-arresting activity just before the launch of the brand campaign. And what better way to achieve this, than to partner with India’s largest daily, The Times of India. With over 6.5 million daily readers, our campaign ensured that the message of people’s car reached the people of India.

Explain why the creative execution was relevant to the product or service.
Volkswagen is an innovative brand which is known for its pioneering technology and creative solutions. They needed an innovation which catches the right kind of attention while keeping intact the core value of the brand. Something so unique that it creates history. And the history was created on March 8th 2010. An innovation that got the whole nation talking when they saw Polo shaped hole in their most beloved newspaper.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
‘The medium is the message’. We made this come true. We punched a hole in the shape of the Polo through the Times of India supplement. The supplement was placed on top of the main edition and through each cut-out, one could see the image of the Polo, which formed part of the print ad on the first page of the main edition. The area around the cut-out was treated as individual print ads. The last page was a full page print ad announcing the bookings for the Polo, with a dealer panel containing contact information of Volkswagen dealers.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
• More than 240,000 hits on the Volkswagen India website. • Numerous blogs, threads, SNS sites like Facebook and Twitter covered the event. • More than 4800 enquiries at the dealerships. • Newspapers and TV channels across India covered the innovation. • In addition, the phones at the Volkswagen dealerships have been ringing off the hook. • Recorded 315 bookings immediately after the innovation. • Newspapers and TV channels across covered the innovation. Both the brand and the agency got a lot of publicity.