Volkswagen is rolling out the international advertising campaign for the new Polo, which celebrates its market launch on April 25. Under the motto ‘Drive confident. Drive the advanced new Polo.’ the campaign focuses on the comfort and safety technologies offered by the new Polo as one of the first cars in its class. These include assistance systems such as the Front Assist surroundings monitoring system with City Emergency Braking and the Automatic Distance Control ACC as well as Driver Alert, which detects fatigue. For the first time, the new Polo will be offering LED headlights as an optional extra. The campaign already kicks off on April 16 with a TV commercial, print ads and web specials; it debuts in Germany and will subsequently be rolled out to coincide with the market launch of the new Polo in Europe.
According to Anders-Sundt Jensen, Head of Marketing Communications at the Volkswagen Passenger Cars brand, “for the first time, the new Polo offers a unique range of assistance systems that were previously reserved for higher vehicle segments. That deserves to be showcased and this campaign is designed to do precisely that.” Everyone has encountered the know-all passenger, the one who nervously hangs on to the safety handle, or whose foot anticipates every braking maneuver. Jensen adds: “We take a look at these familiar situations and highlight relaxed driving, safety and faith in the car’s abilities.” The star of the campaign is the Polo ‘Fresh’ special model.
This idea is not only presented in a TV commercial, but is also the theme of print ads and internet content, which focus on the individual assistance systems available for the new Polo. “We´ve got your front.” is one example; this is a short introduction to the Automatic Distance Control ACC technology that keeps the car at a safe distance from the one in front. Six more motifs explain other innovations in the new Polo.
The new Polo boasts a unique range of comfort and safety technologies. The radio and radio/navigation systems from the Golf have been further developed, and this second-generation modular infotainment system now offers customers features such as a 6.5 inch touchscreen monitor, JPEG viewer and, for the first time, the MirrorLink for smartphone integration. Volkswagen has also completely refreshed the range of fuel-efficient petrol and diesel engines for the Polo. All engines fulfill the EU6 emissions standard; all are available with Stop/Start system and battery regeneration mode. Visually, the new Polo can be recognized by a sharper front and rear-end design. Fresh colors, new interior fabrics and numerous other trim details provide the perfect finishing touches. Furthermore, an exclusive model – the Polo ‘Fresh’ – celebrates the car’s European launch.