Volkswagen Jetta Launch Campaign
The Jetta, Volkswagen’s entry-level premium sedan, was a powerful vehicle and designed to be drop dead gorgeous. But it had to enter a tough Indian market dominated by established players like Maruti and Hyundai.
This product insight of powerful and beautiful led to the thought: 'The New Jetta. You'll do anything to drive it.' It captured the irrational desire people feel for something that’s out of this world, and led to creative executions that captured eyeballs and got people talking.
The #AnythingforJetta campaign was the top trending topic in India for 2 consecutive days, and generated more than 74000 tweets. An all-time record at the time. The campaign also resulted in 43% more bookings than the client had anticipated and more than 707 cars were sold in a mere 30 days.
I had the opportunity to collaborate with some of the world’s best talents while launching many VW cars in India. Leading the creative team of one of the iconic brands was one of the most challenging and rewarding.
Strategy
Creative Direction
Art Direction
Film Script
2012
Silver
2011
Worlds best
top ten commercials
of the month
2012
TVC-Finalist
2012
Car commercial
of the year
2011
2 Silver
& 1 Bronze
Integrated campaign & TVC
2012
Jetta Integrated Campaign
2 bronze
Anything4Jetta
2 bronze
2012
Best Automobile Ad
of the Year
2012
Bronze
Awards
India’s biggest social media campaign
India’s biggest social media campaign The #AnythingForJetta campaign gave thousands of Indians a chance to tell us what they would do to drive the new Jetta. Indians sang, danced, talked, and went crazy expressing their passion for the Jetta.
#AnythingforJetta became the No. 1 trending topic on Twitter. Over the first three days, the campaign recorded 74,000 tweets. Peak activity was as high as 2,900 tweets an hour, and the website received 100,000+ views in three days. The @volksvagenindia account also netted an incremental 4,000 followers, fostering a community for future activities.
The World’s first silver newspaper
On the day of the launch, India witnessed an unprecedented feat that grabbed the attention of media and readers. An extraordinary newspaper printed in silver.
Brochure
We trucked over inhospitable mountains, tropical jungles and quite literally we did anything for the Jetta. Just to shoot the brochure.
