The TOI edition consisted of a special ten page supplement which was filled by tidbits from the world but at the end there was a full page advert of Volkswagen's latest offering and near the boxes that highlited the sedan's features, was another black box that 'talked' about the same features that were visible in print. The main USP is that the paper would speak only when turned to the face of the back. Thus, one could start reading the paper normally and when on turned to the last page, the speaker would start. Imagine the comical situation as the paper fumbles in your hands and the message gets you curious. So what is the technology behind this? They have used a simple photodiode which is capable of converting light into voltage. The speaker is very light and seems to be made of recyclable material. It continously keeps on saying the following lines;
"Best in class German engineering is here. The new Volkswagen Vento. Built with great care and highly innovative features. Perhaps that’s why it breaks the hearts of our engineers to watch it drive away.
The new Volkswagen Vento. Crafted with so much passion, it’s hard to let it go.
Volkswagen. Das Auto."
“When we launched the brand, awareness was very low. Competition like Maruti, Tata, Hyundai outshouted us by far. In such a scenario, we had the option of following the norm and doing regular full-page/half-page ads or doing something completely radical. Our strategy to be innovative has worked,” says Divya Gururaj, MD of Mediacom.
Well, this is not the first time VW has done this in India. Worldwide too, VW remains attains a top notch in innovative advertising. When it first started in India in November 2009, again it combined its campaign with TOI to bring out a successful roadblock that blocked out other ads and filled up the entire paper with its own ads by booking adverts, wholly or partly in thirteen of the twenty two pages of the newspaper. To watch the entire collection of the print ads in that particular edition of November 11, 2009, please click here.
In February 2010, VW introduced the Polo in the Indian market and again in TOI they ran cut ads in March, by cutting out a portion in the top of all16 pages of the special edition of the daily in the shape of the Polo.The design was well-crafted and of a different quality of paper with rich texture. This clearly sends out a message that VW is not ready to compromise when it comes to innovation, be it in its products or its advertising. This is one company which takes its work so seriously. Even its simple tagline evokes attention bringing both things to the front' one, that they are a superior German engineering company and two, they have full confidence in their product lines when they say it is THE car and not A car! No wonders, it is Volkswagen, THE CAR or should I say DAS AUTO!
With hugs and kisses to the Consumer,
The Young Marketer.