Volkswagen Polo: Sell Your Car

CHALLENGE for Ogilvy Cape Town produce a newspaper ad for the desirable new Volkswagen Polo. SOLUTIONWe 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.