Claremont Volkswagen

Polo Vivo Zest Launch

Polo Vivo Zest Launch

Since its inception in March 2010, Polo Vivo has stolen the hearts of the nation and is renowned for being the number one selling passenger car on the South African market, guaranteeing its future status as a South African legend.

 

Ensuring a low cost of ownership, but exuding a vibrant spirit of freedom, Polo Vivo has empowered a nation to be mobile without compromising on quality and design. True to the essence of the original Citi Golf, special edition models have been launched, such as the Polo Vivo GT, which captures a racing spirit with sporty aesthetics, and the Polo Vivo Blueline, a vehicle boasting environmentally conscious features to ensure lower fuel consumption and CO2 emissions.
 
And now, Volkswagen South Africa is delighted to announce the Polo Vivo Zest, the newest and most colourful member of the Polo Vivo Special Edition range.

Advertising Campaign
 
The brand essence of the new Polo Vivo Zest is “Show your true Colours”, and this is carried out in a strong visual manner with bright, invigorating colours and graphics.
 
We will be engaging in a Facebook-only campaign, as this will be targeting and engaging with the market that represents the correct and appropriate profile fit to Polo Vivo Zest.
 

Facebook
 
The Facebook campaign features an exciting interactive product information tool that allows the user to explore the features and colour options of the Polo Vivo Zest. Users can also explore the existing Polo Vivo GT and Polo Vivo Blueline.
 
1. Main Menu




2. Product Overview
 
By moving the cursor over “hot spots”, information about the distinct features are revealed, such as the titanium painted centre console, 14” alloy wheels, technicolour seat interior and Zest decal.




3. Colour Options
 
At various points on the colour wheel the cursor will reveal the colour options available, thus physically changing the colour of the vehicle and providing a preview.




4. Facebook Advertising
 
Five adverts in total will be used; two campaign driven adverts that focus on the introduction of the Polo Vivo Zest, and three USP focused adverts that will look at the Polo Vivo Zest’s most distinguishing features.




5. Website
 
Polo Vivo Zest will have a prominent feature on the website, alongside the other special edition models in the range. Browsers will be able to learn about the model’s distinctive features. The website will go live on 10 February 2011.




6. Dealer Advertisements
 
The dealer advertisement executions will follow the same theme and message as the Facebook advertisements, and can be ordered on the Dealer Advertising and Guidelines site on PartnerNet.




Conclusion
 
Polo Vivo Zest introduces the next step in democratising style, fashion and fun for South Africans looking for an affordable and exciting alternative that can be an expression of their individuality.
 
With a robust Facebook-driven campaign, we are confident that optimal awareness will be created, and that customers will be enticed to visit their local Volkswagen dealership to book a test drive.


 




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