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VW kicks off approved used-car push.(Volkswagen marketing campaign)(Brief Article)
Volkswagen is to launch its biggest campaign of the year for its approved used-car range, to position it as the premium choice for second-hand car buyers.
The press campaign, which kicks off next week, was created by BMP DDB and consists of two print creative executions using the strapline: 'Not your typical used car.'
The aim is to differentiate the approved used-Volkswagen range, which carries a slightly higher price tag than its competitors, by communicating that it is worth the extra cash because of its superior reliability and look.
The ads will run in consumer titles including Esquire and Cosmopolitan, motoring publications such as What Car? and BBC Top Gear and national newspapers including The Times and The Guardian. Media planning ...
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