After the initial and second stages of the promotional campaign which portrayed ‘most important things in life’ and ‘idea of looking at something and seeing something else within’ the third phase of Volkswagen’s campaign for the new Golf in underway. Theme for this phase is ‘only some one who understands people can build Das Auto’.
To make the proof phase interesting, the brand has decided to be innovative and link varied characteristics of people to superb features seen within this car model. In this way the Golf and its features are put forth to people in a communicative context which will help them understand the car better. Dave Gahan of Depeche Mode has been roped in for production of the TV commercial for this phase of the campaign. The commercial showcases a number of cover versions of the song People are People thereby showing one and all the quality of this car designed to cater to everyone’s needs.
An iPad application and a web special have also been launched to give customers a virtual feel of this car. Through 360 degrees drive experience and interviews with engineers and people responsible for the manufacture of this car; VW hopes to catch the attention of a wide variety of individuals. 11 print motif of the proof phase have been photographed by Emir Haveric to supplement this campaign.
Video: Dave Gahan @ Volkswagen Golf ‘People Are People’ Commercial (2012)[youtube]http://www.youtube.com/watch?v=yMVwCp6nT2Q[/youtube]