Re-launch the volkswagen Polo to a wider audience through its runout stage.
The automotive industry in Greece has suffered a great loss since the Greek crisis begun in 2009. This crisis has also affected the type of buyers in certain type of cars, this means that there is a downsize as people tend to seek for more price efficient solutions rather than the prestigious ones. Polo has been around for many years as a classical “first-car” volkswagen, however we had to change the perception of what does the polo stand for and re-launch it again as a car suitable car for pretty much everyone. The other issue we had to address was the fact that the car was on it’s last year of production since in the end of 2018 a new Polo would launch in the market.
The campaign titled Hugs is a take on the love and affection polo owners have for this particular car. This is a strong insight among polo owners and all we had to do is to bring it to life, with a stylish campaign that would put polo as a both emotional and rationale choice.
The film was directed by Vassilis Bourantas via Parasol brought us 3 Ermis awards and was also aired to Belgium and Cyprus via the Volkswagen marketing database. The campaign effected in a 250% increase in sales during the campaign period, making the Polo hit the top 5 in its category during the last year of the current model.