ASIA-PACIFIC – AUSTRALIA, OCTOBER 10, 2012 – Volkswagen Australia and DDB Sydney have launched a multi- channel campaign to introduce the new Volkswagen up! to the Australian market.
The 30-sec TV ‘Grandpa’ features a grandfather very excited to experience everything he loves about big cars, as his grandson drives the Volkswagen up! – “feels nothing like a small car”. This is supported by a 15-sec TVC which highlights Volkswagen’s newest safety feature, City Emergency Breaking.
DDB Sydney creative director Nick Pringle said, “Small cars have such a negative perception in Australia. The phrase Ê»tin can on wheelsʼ springs to mind. Who better to tell our story than a lovable old-timer who believes that heʼs being driven in a big car, such is the quality of the new up!.”
Volkswagen marketing general manager Jutta Friese said, “The campaign leverages the solid, reliable and innovative heritage of the Volkswagen brand while establishing a unique personality for the up!. We believe this will help to distinguish the 2012 World Car of the Year from the rest of the sub-light category competitors.”
The TVC will be supported by street furniture, print executions and web banners which will appear all over Australia. Additionally a dedicated campaign site (www.volkswagenup.com.au) has also been launched.
Sponsor
