The purpose of this copy led brief was to engage with the audience both through the style of communication unique to Volkswagon and through the use of concept, avoiding the use of empty words. The campaign is aimed mainly at men as they generally make the decision over car purchase however the campaign will also appeal to a female audience.
The key idea behind the campaign is specifically for the Passat CC 2.0 TDI BlueMotion DSG, which is eco-friendly and also has sports mode. The idea comes from the fact you can have the best of both worlds, you can be eco and save the planet or sporty when it suits you. The eco side would appeal perhaps more to the female audience, while the sports side more to men.
The concept developed from this compares eco to earth and sports mode to every man’s heaven, although this relationship is reversible, as one man’s/woman’s heaven could be eco while another’s could be speed.
Requirements: 3 print ads using headline only, headline and short copy and headline and long copy.
The same image is used across the campaign; the clouds and cruiser in the background imply overtones of every man’s heaven, while the Passat is firmly grounded on the quayside. The image shows movement - speed while still reflecting nature in the sea and air.
Headline only:
Headline and short copy:
Headline and long copy:
