The Hindu Business Line (Mumbai) - German car maker Volkswagen left several people with a vibrating experience through their new print advertisement across six metros in the country.
The auto major, which launched a new campaign for the Polo and Vento in The Hindu, The Times of India and Hindustan Times, said the ad will help drag customers into its showrooms, thus boosting sales.
The company, as a part of its innovative campaign drive, attached a light-sensitive chip to the papers that began to vibrate the moment you opened it. The campaign has been initiated by creative agency DDB Mundra
"Like our carlines, innovation has always been the core of our communication. I am confident that like our other campaigns, this initiative will excite our customers to walk into our showrooms for a test drive," said Lutz Kothe, Head of Marketing, Volkswagen Passenger Cars, Volkswagen Group Sales India.
Louella Rebello, Executive Creative Director, DDB said, "The vibrating newspaper conveys the excitement of the 'Polo and Vento' cars. As Indians, we like to tick the boxes on peripherals while buying a car. What we are saying is sure, tick boxes. But tick the right ones."
According to industry sources, Volkswagen is having a bumpy ride in India because of premium pricing and is looking at repositioning itself as value-for-money product.
