VW campaign drives home high fly(ing) results

Singapore - Volkswagen's recent launch of its latest product, the Golf GT has met with favourable feedback following the rollout of its campaign.

The campaign broke in early May with the launch event weekend seeing a 1,400 strong crowd, booking all demo cars for test drives. Results also include Volkswagen's entire first shipment selling out within three days, with orders being taken for the next shipment of cars.

The campaign, which was conceptualised by DDB Germany and locally adapted by DDB Singapore, featured a frog and a fly, with a David-and-Goliath twist - the TVC showed a frog trying to eat a fly, but instead of being swallowed, the fly had the strength to lift the frog out of the water.

"Singapore drivers can be a hard lot to please; small cars don't satisfy big egos. Facing this, the launch of Volkswagen's newest vehicle initially seemed an uphill task. The Golf GT is merely a 1.4-litre car, but it actually packs a powerful punch," Cecil Chua, group account director, DDB Singapore said.

Creative also made use of the print visual breaking out of the constraints of the ad space to provide a demonstration of the Golf GT's power, with editorial support to reinforce the message.

The integrated campaign will run till end June and incorporated press and magazines ads in The Straits Times and magazines such as Motoring, Torque, Wheels Asia, and Highway, TV ads on Channel News Asia and cable, DM, PR, brochures, POS and online marketing elements. Mediacom handled media buying and planning duties.