Volkswagen creates special TOI edition for Polo
By Purna Parmar
Wednesday, March 10, 2010
 In yet another innovative move Volkswagen along with English daily The Times of India (TOI) has come out with an innovative method of advertising for its latest car, Polo.
The German automobile major initiated a special edition of The Times of India on March 8 that carried a cutout of the premium hatchback brand just below the masthead.
Interestingly, the special edition (a supplement) of 16 pages carries the main edition inside wherein the cutout fits the Polo brand finely into it. A full page ad of the car featured on the last page. Its final message? “We've put a lot into it. You'll get even more out of it.”
The campaign is the result of a joint effort of the creative partner and the media agency, DDB Mudra and MediaCom respectively, the new product from the Volkswagen stable targets the 25-40-year-olds.
“With the new Polo just foraying into India, we wanted to create an impactful campaign that would make Indians talk not just about the product but also the brand. Also, since we wanted to target the mid-social class of India including young entrepreneurs, we decided to join hands with TOI,” says Lutz Kothe, chief general manager marketing, Volkswagen.
Kothe further reveals that since the company started the Polo sales in dealerships, they decided to conduct the campaign on this day.
Talking about the creative idea behind the campaign, Mudra chief creative officer Bobby Pawar added, “Through this campaign, we wanted to capture people’s imagination with the idea that no other car can fit into the brand attributes other than Polo.”
Last year, TOI had created the first print roadblock for Volkswagen across its November 11 edition. As part of the roadblock, all Volkswagen brands including Jetta, Passat and Touareg had been advertised on all editions of TOI for that day.
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