This campaign is targeted on the current Golf owners who are now, or in the near future looking for a bigger car due to starting a family.
They are looking for a bigger car because more people have to be able to fit in it comfortably. It’s not only the extra kid that they have to bring along also all the stuff courtesy of little children. Toys, food, transportation, hygiene etc.
Now, these people are clearly in need/search of a stationcar so the size of the stationcar doesn’t really matter to them. This is because of the fact that the differences in volume between stationcars are only marginal. A few liters here and a couple of inches there but nothing major.
So it comes down to this. The most important issues are price and style and because we are talking about current Golf owners it is safe to say that they like the style and also the price of the vehicle. I do have to say that the style of the older model Variant didn’t really look the part among the ‘normal’ Golf owners. This of course also noticed by the design lad of Volkswagen and they changed the design to make it look like a ‘normal’ Golf.
The front of the car looks exactly like a Golf, the car is just a bit longer.
THE ADVERT SAYS: THE NEW GOLF VARIANT. WHEN SIZE DOES MATTER. (variant on the second page of course)
So to stress the fact that the Golf Variant is just like the regular one we wanted to let them find out.
The adverts consist of two parts a front and a back part, the front part is on the first
Left page of the magazine and the back part on the last right page. What happens?
You see the first half of the advert and you won’t be able to get it. When size does
matter? It’s a normal Golf! You’ll get the clue much later when you are at the end of
the magazine.
Result: Now I get it! Wow it’s just like a normal/regular Golf!
They are looking for a bigger car because more people have to be able to fit in it comfortably. It’s not only the extra kid that they have to bring along also all the stuff courtesy of little children. Toys, food, transportation, hygiene etc.
Now, these people are clearly in need/search of a stationcar so the size of the stationcar doesn’t really matter to them. This is because of the fact that the differences in volume between stationcars are only marginal. A few liters here and a couple of inches there but nothing major.
So it comes down to this. The most important issues are price and style and because we are talking about current Golf owners it is safe to say that they like the style and also the price of the vehicle. I do have to say that the style of the older model Variant didn’t really look the part among the ‘normal’ Golf owners. This of course also noticed by the design lad of Volkswagen and they changed the design to make it look like a ‘normal’ Golf.
The front of the car looks exactly like a Golf, the car is just a bit longer.
THE ADVERT SAYS: THE NEW GOLF VARIANT. WHEN SIZE DOES MATTER. (variant on the second page of course)
So to stress the fact that the Golf Variant is just like the regular one we wanted to let them find out.
The adverts consist of two parts a front and a back part, the front part is on the first
Left page of the magazine and the back part on the last right page. What happens?
You see the first half of the advert and you won’t be able to get it. When size does
matter? It’s a normal Golf! You’ll get the clue much later when you are at the end of
the magazine.
Result: Now I get it! Wow it’s just like a normal/regular Golf!
Other adverts who stress diffrent reasons for buying a Gold Variant!
Boomerang card made to trigger guys to take it. And they will.
These cards are very popular at schools, offices and bars around The Netherlands.
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