VW BlueMotion efficiency

Don’t get me started on car salespeople! I now know where some excess staff went when the estate agency world contracted.

But look a bit deeper at the commercial world of the motor industry, and there are some excellent examples of high-quality marketing. One of my favourite recent poster campaigns is the one for VW BlueMotion: crisp, clear, on message, and very much on brand.

Several posters in the advertising campaign reveal lengthy copy describing the benefits and efficiency of the brand’s BlueMotion technology. The text has either been crossed through or highlighted to leave a simple statement.

This advert would have been good five years ago, but it seems especially relevant today in the age of tag clouds and similar things.

For Reference

Format: Press and poster
Agency: DDB London
Advertiser: Volkswagen
Project title: Volkswagen Efficiency
Brief: Communicate that Volkswagen offers a range of technologies that lead to improved fuel efficiency.
Copywriter: Hunter Somerville
Art director: Graeme Hall
Designer: Pete Mould, DDB
Media agency: MediaCom

Kevin Harrington Partner

Kevin Harrington is a Partner at Exit Factor UK, helping SME owners increase business value & build a rewarding, well-planned exit. Former CMO at BBC Worldwide.

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