Volkswagen Polo: Sell Your Car

Challenge: Produce a newspaper ad for the desirable new Volkswagen Polo.

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.

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.

Advertising Agency: Ogilvy, Cape Town, South Africa
Creative Director: Chris Gotz
Art Director: Prabashan G. Pather
Copywriter: Sanjiv Mistry
Published: August 2010

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18 comments

Jaap Grolleman's picture
Jaap Grolleman
7004 pencils

It's nice but lacks some sense. "Why would you drive anything else?" and than let other people drive your cars.

But apart from that, it's simple and I suppose it works, even if people do not put it in their car, it's still a print ad.

RicardoOliveira1987's picture
RicardoOliveira1987
65 pencils

Love it. Brilliant use of the format.

Blog: webfreshquinhas.posterous.com
Twitter: RSPOliveira

Guest's picture
Guest

brilliant strategy to interact!

Guest's picture
Guest

meh... last year i saw a similar Alfa Romeo idea. wasn't really blown away then either.

TiltedChairCreative's picture
TiltedChairCreative
513 pencils

Kind of seems like a stretch to think that people would actually use these, at least on any kind of considerable scale. And if people aren't really using it, it just remains as a newspaper ad, and doesn't work as well. I don't know, just seems forced. The whole speaking for the consumer thing is presumptuous. I gave it a five.

EDIT: I don't like the "really really" part of the copy. Seems desperate. I think they're really really hoping people use these. Ya know?

thedesignaddict's picture
thedesignaddict
5391 pencils

Totally agree with every point.

Guest's picture
Guest

yes

CuriousPencil's picture
CuriousPencil
4227 pencils

I like it, even if only one person used it.It's a fun piece of paperbased interaction, trying to give a new function to a print ad, so it gets points for that. The 'really really want a VW' I have no problems with, it's a jokey wink of a line, not a pleading knee. I think it's a well-rounded idea.

thedesignaddict's picture
thedesignaddict
5391 pencils

@ "I like it, even if only one person used it."

Yeah, try telling that to the client who paid for the idea. This is a creative wank.

CuriousPencil's picture
CuriousPencil
4227 pencils

To elaborate then, if even only one person used it, at least every person who read it got the message that they *could* use it, and see the ad as more than an ad: it wasn't just saying 'buy this new car' it was giving them a reason to think about selling their current car. I don't see that as a wank, even if the pictures above were obviously staged.

WYK's picture
WYK
14 pencils

It helps regardless of whether the consumer wants to buy the polo or not. Because they want to sell their car, they will use this ad, but then the idea of polo will be injected into their mind and its up to them whether to purchase it or not.

It's working for me :)

Guest's picture
Guest

far fetched

dadada's picture
dadada
1720 pencils

:) nice !

Everybody is creative, be yourself.

NicholeP's picture
NicholeP
115 pencils

nice and simple. good work, people

Saand's picture
Saand
150 pencils

well, that kind of ad has the possibility to make me buy a Polo, not their car.
VW would profit out of this, surely, but the people carrying the ad and not selling the car?
That's an unfair and misuse of society... still it's business and that's a clever ad............
P.S and strangely I really do own a Polo... ha

Dzsoi's picture
Dzsoi
5961 pencils

It's not about people actually using it. It is about people reading it, smiling at it and their desire for a new car - maybe a new Polo - has just raised a bit even without having realized by themselves. Good advertising.

Guest's picture
Guest

nice car indeed, check out for more on this car at
http://crazyabtcars.co.cc/volkswagen-polo/

keithstoeckeler's picture
keithstoeckeler
425 pencils

What an inexpensive way of getting people to do what you want them to do.

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