Case Study - Volkswagen
This classic VW campaign contains several key elements.
First, it developed a brilliant USP for VW - different.
In these simple ads, the surface and intended meaning were easily grasped. The cars were inexpensive, small, consistent, reliable, simple.
However, the ideological meaning was much more subtle. There were "anti" ads: anti-complexity, anti-grandiose design, anti-prevailing culture of ostentatiousness, anti-military-industrial complex. They appealed to the rebellious nature of youth in the 1960's.
Next, it created a highly complex campaign around these simple ads. Rather than focusing on a single feature ("Timex Keeps On Ticking", for example) this campaign allowed for several message points, all linked under the USP of "different".
Since not all customers appreciated the "anti" rebellious theme, additional elements of the campaign emphasized the car's dependability. "How does the man who drives the snow plow get to the snow plow?" This appealed to an older audience looking for reliability.
As a result, VW stood out in a market full of larger, faddish, more expensive American cars.
VW abandoned this campaign in the early 70's and introduced bigger "American" cars. At the same time, the Japanese imports took over VW's former position for small, dependable transportation. As a result of loosing its positioning, VW almost disappeared from the American car market.
Its positioning, in recent years, has been aimed at the "Gen X and Y" market.
Two guys, two girls, two races. Covering all the Gen X bases.
| 
