The brief was to create a newspaper ad to advertise the desirable (yet affordable) Volkswagen Polo. Our research showed that when you see a Polo, you want one, so we targeted people in the market for a new car and placed our ad in the Motoring section.
The creative solution
Working off the “love at first sight” strategy, we ran a double-sided ad. The front set up the desire, while the back allowed a unique response. Using the ad helped readers to sell their current car, while at the same time helping us advertise the Polo. In effect, this symbiosis turned a print ad into an ambient one. Our expectation was that if just a small fraction of readers (even 1%) used the ad, it would extend the message of Polo’s desirability to a far wider audience than just that of the paper.
It was a simple, cheeky idea, asking people to get rid of their car upon seeing ours, and getting them to use their own vehicle to help punt the Polo – ideal for a brand that has always relied on simple, cheeky communication.
The interaction between consumers and the ad turned car windows into a new media space. Our target market’s own cars (most of them competitor models like Toyotas and Fords) became mini billboards for the Polo’s sheer desirability. Furthermore, anecdotal evidence suggested that approximately 3% of readers used the ad – meaning that our simple, low-cost idea generated thousands of dollars in earned outdoor media.
Advertising Agency: Ogilvy Cape Town, South Africa
Executive Creative Director: Chris Gotz
Creative Director: Chris Gotz
Art Director: Prabashan G. Pather
Copywriter: Sanjiv Mistry
Grand Prix 1991 – SUMO/Levi’s Jeans
Grand Prix 1992 – MICHAEL JORDAN/Nike
Grand Prix 1993 – MELT TOGETHER/Häagen-Dazs
Grand Prix 1994 – CREEK/Levi’s Jeans
Advertising Agency: Bartle Bogle Hegarty, London
Grand Prix 1995 – ELEPHANT/Rolo Nestlè
Advertising Agency: Lintas, Amsterdam
Grand Prix 1996 – MUSEUM/Centraal Beheer
Advertising Agency: DDB, Amsterdam
Grand Prix 1997 – ST GEORGE/Blackcurrant Tango
Advertising Agency: HHCL & Partners, London
Grand Prix 1998 – SAFETY ON BOARD/Samsonite
Grand Prix 1999 – WEDDING/Volkswagen Polo
Grand Prix 2000 – LARA CROFT/Sony Playstation
Grand Prix 2001 – BEAR/John West
Advertising Agency: Leo Burnett, London
Grand Prix 2002 – THE SCULPTOR/Peugeot 206
Advertising Agency: Euro RSCG, Milan
Grand Prix 2003 – COPS/Volkswagen Polo
Grand Prix 2004 – WATERBOY/Evian
Advertising Agency: BETC Euro RSCG, Paris
Grand Prix 2005 – KARL LAGERFELD FOR H&M/H&M
Advertising Agency: RAF, Stockholm
Grand Prix 2006 – TEAR/Audi RS4
Grand Prix 2007 – POWER OF WIND/Epuron
Advertising Agency: NORDPOL+ Hamburg
Grand Prix 2008 – DOG/Volkswagen Polo
Advertising Agency: DDB London
Grand Prix 2009 – CAROUSEL/Philips TV 21:9
Advertising Agency: Tribal DDB Amsterdam
Grand Prix 2010 – WRITE THE FUTURE/Nike
Advertising Agency: Wieden+Kennedy, Amsterdam
Polo mints first rolled off the production line in 1948, they proved to be a hit with the Great British public and are now the nation’s favourite mint.’The Mint with the Hole’ is instantly recognised by its distinguished shape and is now considered a British design icon.
Our objective was to freshen up the image of the much loved mint, to make it feel relevant to today’s society to both new and existing consumers whilst communicating its fresh, white mintiness.
In December 2009 the entire UK was covered in a fresh, white blanket of snow, this gave us the idea to use the fresh, white snow as a blank canvas.
We had a small window of opportunity to take advantage of the fresh, white blanket of snow that had covered in UK.
We needed to act fast with a simple, fresh and effective idea, a tactical idea that used the heavy snowfall to illustrate the white, fresh nature of the mint. So we produced a tactical ambient idea for the brand, a ‘Polo snow stamp’.
When stamped in thick, fresh snow it left a near perfect replica of the iconic fresh, white.
The purpose of this idea was to create a buzz around an old, iconic brand, to freshen up the perception of Polo mints in today’s society.The communication reinforced the ‘fresh’ association with the brand and gave passers-by a smile as they made their way through the thick, fresh snow. We wanted people to talk about Polo mints, the communication provoked an online reaction with many passers-by photographing the snow Polo’s and circulating them the blogs and social media sites.
One passer-by said she ‘couldn’t believe her eyes’ when she walked passed a large Polo mint stamped in the snow.
Advertising Agency: JWT, London
Executive Creative Director: Russell Ramsey
Creative Director: Russell Ramsey/Jason Berry
Copywriter: Phillip Meyler/Darren Keff
Art Director: Phillip Meyler/Darren Keff