Volkswagen launches its environmentally friendly small car, the
Lupo, in the UK next week with a press and poster campaign through BMP
The advertising introduces the new model, which is described as a
’super-mini’, with the line: ’Lupo. A great little idea.’
The Lupo will compete with cars such as the new Mini Cooper and the Seat
Arosa. BMP’s campaign uses visuals to compare the Lupo with other small
but brilliant objects like the elastic band, the button, the microchip,
the paper-clip, the aspirin tablet and the match.
A one-off execution in newspaper supplements highlights the staple in
the middle of the centre spread as another small but brilliant
Although the Lupo has been given design features, such as round
headlights, which give it a more ’friendly’ appearance, VW is hoping to
bring its reputation for quality and reliability to the small car sector
for the first time. Research has shown that most super-minis are seen by
customers as being flimsy and ’toy-like’ and not ’proper’ cars.
Six executions on the ’great little idea’ theme will run until the end
of May on 48- and six-sheet posters, escalator panels, national press
and consumer magazines.
The Lupo campaign was art directed by Alex Bamford and written by Tim
Cordell with photography by Mike Parsons and typography by Dave
Media buying on the Volkswagen account is handled by BBJ Media Services.