BMP creates ’great little ideas’ to launch VW Lupo in UK

Volkswagen launches its environmentally friendly small car, the Lupo, in the UK next week with a press and poster campaign through BMP DDB.

Volkswagen launches its environmentally friendly small car, the

Lupo, in the UK next week with a press and poster campaign through BMP

DDB.



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

object.



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

Wakefield.



Media buying on the Volkswagen account is handled by BBJ Media Services.



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