Imc for Polo Vivo
BRONZE
Automotive
The Polo – a no compromises approach to advertising. Owens DDB Sponsored by
Company profile Owens DDB is a communications agency offering expertise across all media channels. Part of the DDB network, we are encouraged to generate creative solutions to business problems. We are proud to have retained the majority of our clients for a long period of time priding ourselves on the service we provide and the quality & effectiveness of work we generate. And we’re very friendly. introduCtion & BaCkground In years to come papers such as these, pertaining to Ireland in 2009, will attempt to paint a picture of the economic challenges this nation faced. The downturn impacted all elements of the economy but arguably none so dramatically as within the automotive market. Total sales year on year were down 62.6% - that’s a change of sales from 148,669 a year to just 55,578. Then consider that the car market is incredibly seasonal with 60% of total sales usually coming in the first 3 months of the calendar year, the idea of launching a new car in this environment appears to be nothing more than folly.
XX
BRONZE
However, with the new Volkswagen Polo due to reach Ireland’s shores in October of 2009 there was no question of a delay. The Polo is part of the Holy Trinity of Volkswagen’s lead models – the other two being the Golf and the Passat. With the Polo, Volkswagen Group Ireland faced an intriguing challenge. Whilst it was a profitable model it was not meeting the volumes it should, was increasingly appealing to an older audience and alienating potential buyers in this most competitive segment (referred to as A0). Furthermore, stiff competition in this segment came from Volkswagen’s two major rivals in Ireland; Toyota with the Yaris and Ford who had recently released the new Fiesta. Finally, there was change internally within the Volkswagen group with new management and structures being put in place following the acquisition of the previous
Automotive
The Polo – a no compromises approach to advertising. Owens DDB Sponsored by
Company profile Owens DDB is a communications agency offering expertise across all media channels. Part of the DDB network, we are encouraged to generate creative solutions to business problems. We are proud to have retained the majority of our clients for a long period of time priding ourselves on the service we provide and the quality & effectiveness of work we generate. And we’re very friendly. introduCtion & BaCkground In years to come papers such as these, pertaining to Ireland in 2009, will attempt to paint a picture of the economic challenges this nation faced. The downturn impacted all elements of the economy but arguably none so dramatically as within the automotive market. Total sales year on year were down 62.6% - that’s a change of sales from 148,669 a year to just 55,578. Then consider that the car market is incredibly seasonal with 60% of total sales usually coming in the first 3 months of the calendar year, the idea of launching a new car in this environment appears to be nothing more than folly.
XX
BRONZE
However, with the new Volkswagen Polo due to reach Ireland’s shores in October of 2009 there was no question of a delay. The Polo is part of the Holy Trinity of Volkswagen’s lead models – the other two being the Golf and the Passat. With the Polo, Volkswagen Group Ireland faced an intriguing challenge. Whilst it was a profitable model it was not meeting the volumes it should, was increasingly appealing to an older audience and alienating potential buyers in this most competitive segment (referred to as A0). Furthermore, stiff competition in this segment came from Volkswagen’s two major rivals in Ireland; Toyota with the Yaris and Ford who had recently released the new Fiesta. Finally, there was change internally within the Volkswagen group with new management and structures being put in place following the acquisition of the previous