The brief's proposition was: when you think of diesel, think Volkswagen. A pack targeting fleet managers of company car drivers was sent out to communicate that Volkswagen diesels gave company drivers the petrol-like performance they want without the tax penalty they'd pay as petrol drivers. The key creative thought was that Volkswagen diesels are so good that you may forget you are driving a diesel car. A key element was a rubber stamp to achieve cut-through.
Title: Denim Pocket
Agency: Wunderman Automotive/Burrows
Creative director: Bob Ashwood
Art directors: Bob Ashwood, Charles Carless
Copywriter: Caroline Rice
Agency account director: Xavier Rees
Senior account manager: John Musca
Client: Ford Motor Company
Brand: Ford Transit Connect
Commercial vehicles brand manager: Jon Fisher
The Ford Transit Connect is designed with durability, flexibility and security. So the creative idea of comparing the vehicle to a great pair of jeans meant that a denim "hip" pocket was used with an incentive to provide data. Six thousand, seven hundred and forty-six responses generated insights on purchase and replacement rationale.
Title: Fiat MPV - Coathanger
Creative directors: Graham Mills, Jack Nolan
Art director: Garry Munns
Copywriter: Aaron Martin
Account director: Anya Tinklin
Brand: Fiat MPV
Marketing director: Franck Ropert
Some 50,000 parents were mailed with a coathanger and the message: "Fiat now comes in your size." The message particularly targeted large families frustrated by the lack of space in modern cars. The mailing generated 1,739 test drives and 598 vehicle sales.