Volkswagen and DDB Sydney launch integrated campaign for the all new Polo
Further to a short mention on CB over the weekend: DDB Sydney has launched Volkswagen’s newly redesigned Polo model with a fully integrated campaign based around the idea, “For dedicated followers of no one.”
Created to connect with young drivers seeking a stylish, intelligently built car, the campaign positions its drivers as independent thinkers while showcasing Volkswagen’s innovative approach to engineering the new Polo. The campaign launches with a cinema and TVCdirected by The Glue Society that sets the Polo driverapart from those who feel the need to follow others by jumping on thelatest trends.
An innovative micrositeallows users to choose their own pathway to explore the new Polo andwatch interviews with other “dedicated followers of no one”–youngAustralian pioneers in their respective fields, including aerialist andtrapeze artist Tammi Dawson, pyrotechnics expert Allan Spiegel,interior designer Paul Kelly, who was recently awarded Venue Design ofthe Year, and Flipsters, the young design duo behind the innovative”Flipster” shoes.
Says Matt Eastwood, national creativedirector and vice chairman of DDB Sydney: “Young people want a car thatreflects their identity, style and attitude and this is what we’vetried to capture in the creative. The production of the TVC andmicrosite is world class, which again links back to the high quality ofthe new Polo model that caters for the young, upwardly mobile audience.”
Inaddition to the TVC and microsite, the campaign is supported by print,an extensive digital media platform including online banners, socialmedia marketing and an interactive customer experience activationcalled ‘Marco Polo’, as well as direct marketing, an EDM and outdoorbillboards.
“The new Volkswagen Polo is the major market launch of Volkswagen inAustralia for 2010. It has been recently awarded World Car Of The Year2010 and is a very important part of our volume strategy,” says AnkeKoeckler, managing director, Volkswagen Group Australia.
National ECD: Matt Eastwood
Creative Director: Mark Harricks
Creative Team: Paul Sharp & Mike Burdick
Digital Creative Director: Matt Grogan
Digital Creative Lead: Ramon Rodriguez
Business Management: Scott Thomson & Patrice Bougouin
Strategy: Nick Andrews
Director: The Glue Society
Photography: Andreas Smetana
Production Company: Revolver
Media Agency: Mediacom
41 Comments
Posting twice? That good is it??
I’ve said it before, and I’ll say it again. Love it.
Aren’t those the same guys in the Carlton Draught ad?
Freakin’ love the microsite. Gold for sure. Well done Groges.
I’ll go out on a limb and say I like it, but the professional in me has to ask: what’s the benefit to the consumer of not being a follower of fashion? In fact, if you think about it, it seems to be rationalising the Golf’s old-fashioned looks. N’est pas?
Funny and good.
Lovely feel to the whole thing.
Nice one.
I really like the website. TV…not so much.
Great direction doesn’t make a bad idea.
Nice ad nice website. A good package.
Someone needs to tell DDB that ‘integrated campaigns’ are not only not new, they’ve been done by other agencies for years. But good to see they’ve finally worked out how to do one. No need to PR it though. Maybe they should just send themselves a Congrats Card in the mail.
Great spot, I love it & the site definitely feels unique.
But considering the concept of individuality the look is a bit generic.
@2:50 Are you feeling the tingle too?
This doesn’t quite get me in the man plums but its as close as my lower beard.
Nice work.
Can someone tell me what makes this good? I’m not being sarcastic I’m just curious to know why the people above rate it.
Because it’s strategically insighful and creatively interesting. It’s not rocket science 8.14.
Yeah, nuh… I’m with Curious on this one.
And 10:32, you ought to see someone about that dyslexia, yeah?
Me with curious too.
I hate this more than anything on tv right now. You need to watch it a few times before you actually even get to read the end line and then you sit there scraryching your head wondering what it’s all about. People don’t want to try and get shit ads. Brilliant ones, possibly. Shit ones? No way. Just terrible guys. If only the audience cared about ads. I couldn’t be assed going to the microsite so I’ll just accept that it’s better than the tv. How could it possibly be worse? Rubbish work.
The VW Tingle.
loved the ad – stupendously quirky…. didn’t read the endline either, so it didn’t quite make sense.
Liked the design of the site, but felt a bit dry to me – not the first time I’ve seen driving used as site navigation like that.
I have just looked at the work and I must say, I don’t think it’s rubbish at all… why would you say something like that… ? The fact that it’s all cohesive and yet each area of media has a unique flavour – says to me it’s actually great work… maybe you are the one that is rubbish?
hmmm…. interesting idea, it’s a smart job I think.
I like the fact that it makes you think about the overall idea seeing as it’s about being an individual… The website gets my vote, lovely design and idea…
The website design is awesome… at first I thought it’s a good idea… a bit like micro machines but then I realised that you get to see the car features in a really original way. Awesome… 100 points for taking a risk that seems to have paid off…
V slick website design… nice ad, missed the end caption though but got it in the end. Gonna grow a mullet after seeing that.. oh and then shrink it, then grow it.. then shrink it…
Haha… mullet grower, nice comment… TV ad is v quirky! if it was just a little bit clearer it would have been a winner, web looking sweet…
Polo is a girls car and now it is for ironic, nerdy guys who have pc’s.
The ad is okay but the website is amazing I just spent 20 mins on it and it felt like two… might just go buy a Polo anyway well done to those that built the site.
Sorry, but very ordinary TV.
That microsite is so innovative it uses FLASHPLAYER, which must be one of those NEWFANGLED softwares. So I couldn’t watch the modern videotape of INNOVATIVE YOUNG PIONEERS of following NO-ONE on my FLASHLESS TECHNOLOGY.
Did MATT EASTWOOD present the microsite on his iPAD?
The last comment obviously came from someone who is retarded.
COOOOOOOOL website… fumbz up!
In regards to this comment made above about the FLASHPLAYER.
You fool, you should visit the “I need a new brain clinic”.
Great to see an integrated campaign done well. Not many campaigns get it right… this one does.
Have the Tribal DDB guys got a new team? coz the web stuff standard has definitely improved…
Still can’t be bothered going to the site? How do people know about the site.
And yes, that tv is still rubbish. Not even a third as good as the stuffthat was coming out of ddb London a decade ago. And the strategy? For followers of no one? Really? Sounds like something that what a planner would have done two decades ago (if he was shit!) Ad fluffery to me. Where’s the substance? This won’t do shit for the car. This ad in all seriousness doesn’t even feel like it’s about the car. It feels like it’s just partof the stupidity. This won’t do shit for Volkswagen or anyone’s career. Take a look at ‘heaven’ or any of the other stuff for Volkswagen from ddb London.
Well done on making the worst part of the car the hero. The size of the interior. Could they look anymore cramped in that back seat? Not smart. What’s happened to all the brains in this industry?
Anonymous 10.55am
You are obviously bruised, you have anger issues… did your dummy fall out of your pram?
For a start your comments don’t make sense in terms of the overall campaign.
Ask yourself can you do any better? Probably not…
The online looks really nice and I spent a long time on that website… inspirational.
funny some ads really stand out…this one stands out in isolation…saw it on tv last night and it was nowhere near as good as i thought it was on the blog by itself…seemed a bit lame and forced and not as witty….weird.
Another great site by Michael Glass, well done glassy Where’s the credit?
It is truly self-indulgent, loaded with rubbish borrowed interest… that points to the theme; Polo.The car for precious pricks.
It just makes me hate VW. For cred I’d rather buy a Kia.
Michael Glass didn’t do the website… he animated a few areas.