Category

Award

A CUT ABOVE THE REST

ClientVOLKSWAGEN
ProductVOLKSWAGEN POLO
EntrantMEDIACOM COMMUNICATIONS INDIA Mumbai, INDIA
Type of EntryUse of Media
CategoryBest Use of Magazines/Newspapers
TitleA CUT ABOVE THE REST
Product/ServiceVOLKSWAGEN POLO
Entrant Company:MEDIACOM COMMUNICATIONS INDIA Mumbai, INDIA
Media Agency:MEDIACOM COMMUNICATIONS INDIA Mumbai, INDIA
Credits
Name Company Position
Ashwini Kamat Mediacom India General Manager
Girish Vyas Mediacom India Investment Director
Deepa Jatkar Mediacom India Senior Business Director
Yogesh Pawar Mediacom India Business Group Head
Padamaraj Krishnakutty Mediacom India Implementation Head
Sridhar Survey Mediacom India Implementation Manager
Zarius Captain Mediacom India Business Manager

Results and Effectiveness:

• 8th March 2010; Volkswagen Polo showed a huge spike in India Google Trends (Source: Google). • Huge PR value with leading media DISCUSSING the innovation; was the most talked about topic. • 37% sales target was achieved through this innovation (regular multimedia campaign was aired a month later).

Creative Execution:

Our solution was something that would be impossible for consumers to miss. Their newspaper with a hole! We got India’s largest newspaper The Times of India (TOI) with 6.8Mn readers to punch a hole right through the newspaper in the shape of the Polo. There was no way a reader could miss this. The entire operation of manually cutting the hole using a die-cut across 2.7mn copies of TOI was a logistical nightmare. But the ensuing impact was phenomenal.

Insights, Strategy and the Idea:

Volkswagen, a relatively unknown brand in India with 13% awareness was launching a small car ‘Polo’. Polo competed with big boys like Hyundai, Tata, Maruti,... all with TOM in excess of 80%. To deliver an aggressive sales target, Volkswagen needed quick saliency & high buzz around the brand. There are atleast 6 aggressive car launches in India every year. Full-page & half page ads were the category norm. Every day, newspapers carried atleast 3-4 car ads. For Polo, the challenge was to stand apart, be noticed & grab mind-space quickly with the consumer.