Volkswagen Australia launches new campaign introducing new Volkswagen up! via DDB Sydney

Screen shot 2012-10-08 at 8.02.15 AM.jpgVolkswagen Australia and DDB Sydney have this week launched a multichannel campaign to introduce the new Volkswagen up! to the Australian market. The campaign is led by a 30"
TVC, 'Grandpa', which brings to life the brand proposition that the Volkswagen up! feels nothing like a small car.

In the new spot the consumer is shown the up! through the lens of a grandfather while he is being driven by his grandson. The grandfather experiences everything he loves about a big car in the compact up!. This is supported by a 15" TVC which highlights Volkswagen's newest safety feature, City Emergency Breaking.

WATCH THE SPOT
Screen shot 2012-10-08 at 8.01.03 AM.jpgSays Nick Pringle, creative director at DDB Sydney: "Working on the launch of the up! was a huge opportunity but also a challenge, because small cars have such a negative perception in Australia. The phrase ʻtin can on wheelsʼ springs to mind. Who better to tell our story than a lovable old-timer who Screen shot 2012-10-08 at 8.01.30 AM.jpgbelieves that heʼs being driven in a big car, such is the quality of the new up!."

Says Jutta Friese, GM marketing of Volkswagen: "The launch of the Volkswagen up! is our most important product launch for the year as it marks our entry into the sub-light category. The up! sets a new benchmark for this segment in terms of quality, engineering and safety.

"The campaign leverages the solid, reliable and innovative heritage of the Volkswagen brand while establishing a unique personality for the up!. We believe this will help to distinguish the 2012 World Car of the Year from the rest of the sub-light category competitors."

The TVC will be supported by street furniture, print executions and web banners which will
appear nationally. Additionally a dedicated campaign site has also been launched.

Volkswagen
General Manager, Marketing: Jutta Friese
Brand Communications Manager: Peter Stewart
Advertising Specialist: Loren Elsegood
Executive Creative Director: Dylan Harrison
Creative Directors: Steve Wakelam, Nick Pringle, Scott Huebscher
Creative Team: Dantie van der Merwe, David Fraser
Digital Creative: Stephen Joss
Managing Partner: Nicole Taylor
Planning Director: Ryan Richards
Business Directors: Josette Addinall, Dave Murphy
Business Management: Kamina Nagel, Kim Friedleander
Head of Onscreen Production: Brenden Johnson
TV Production Assistant: Casey Schweikert
Digital Producers: Jeroen Jedeloo and Rob Pignone
Digital Production: Tribal DDB
Print Producer: John Wood
Finished Artist: Justin Hoyer

Partners
Director: Sean Meehan
Executive Producer: Sam McGarry
Production House: SOMA Films
Post Production: Method Studios
Music: Arrangement & Recording of "My Baby Just Cares For Me" by Smith & Western Sound
Design: Song Zu
Media: MediaCom

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