This Volkswagen Print Ad Puzzle Encourages Using Genuine Car Parts
Alyson Wyers — July 31, 2014 — Marketing
References: adeevee & designtaxi
This Volkswagen print ad encourages consumers to stick to their original parts. Running with the tagline "Just because it fits, doesn't mean it will work," the 'campaign in pieces' uses a jigsaw puzzle composition to get its point across. Created and conceived by Ogilvy & Mather Cape Town, this advertising concept involved sending customers these posters once their auto service plan expired.
The Volkswagen print ad was actually printed on a puzzle, which was sent to the customer to complete. While the puzzle pieces fit together, in each of the puzzles there was one piece that was clearly out of place, like a spider or tack. The main message of the campaign was to stick to VW's genuine parts, rather than going with generic fixes that could cause problems down the road.
The Volkswagen print ad was actually printed on a puzzle, which was sent to the customer to complete. While the puzzle pieces fit together, in each of the puzzles there was one piece that was clearly out of place, like a spider or tack. The main message of the campaign was to stick to VW's genuine parts, rather than going with generic fixes that could cause problems down the road.
Trend Themes
1. Genuine Car Parts - Offering genuine car parts as a selling point in advertising campaigns.
2. Print Ad Puzzles - Incorporating jigsaw puzzles as part of print advertisements, encouraging customer engagement.
3. Anti-generic Fixes - Encouraging customers to stay away from generic car parts and choose brand-specific ones instead.
Industry Implications
1. Automotive Industry - Creating innovative ways to market automotive parts and services.
2. Advertising Industry - Using puzzles and other interactive elements to promote brand messaging and customer engagement.
3. Manufacturing Industry - Manufacturing genuine parts for vehicles and promoting them as the superior choice over generic ones.
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