The problem that demanded creativity for the solution is
selling Hitler’s favorite car brand to the American population, a mere 15 years
after World War II. Volkswagen manufactured out of Wolfsburg, Germany, which
was built by the Nazis. At this time other car manufacturers were appealing to
families, by building larger automobiles that looked attractive, while VW’s
Beetle resembled, as the name implies, a small ugly bug. To solve this debacle
they didn't need to put the company through a rebirth, but to hire a
Jewish-American advertising firm to bring "The People's Car" to
America. George Lois of the Doyle Dane Bernbach ad agency said “We have to sell
a Nazi car in a Jewish town”
Volkswagen attracted the consumer with a mixture of wit and
simplicity “‘Live Below Your Means,’ advised one ad. ‘Think Small,’ counseled
another…You couldn't help but love a company willing to kid itself in public…”
Although their intentions were not to seem self-deprecating, but this takes the
“Lemon” and makes it into lemonade. Honesty was more or less the desired effect
when they gave you a sneak peek into the process of creating and the inspection
each car goes through. After all of that if there is even one mistake, the car
does not pass inspection, is rejected, and not sold. Thus the ad makes it clear
that only the best are chosen for distribution. "We pluck the lemons, you get the plums."
The
fresh approach makes this campaign a huge success. “Think small,” “Lemon” and
“Impossible” all presented the Bug as “an amusing, lovable, and curious
automobile that signaled a quality product in a materialistic society abounding
with false promises.” Being Honest established trust in Volkswagen. Simplicity
attracted the customer and encouraged them to look even closer. Finally a
little humor coaxed the advertisement to be wedged into the mind of each person
who looked upon it and maybe even smiled or gave a light chuckle.
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