Polo TEAM: ‘Legends’
advertising campaign
German Football legends Fritz Walter, Paul Breitner and Rudi Völler star in the latest advertising campaign for Volkswagen’s special edition TEAM models. In true Volkswagen special edition tradition, the extra-value family of Polo, Golf, Golf Plus, Scirocco and Tiguan TEAM models offer more kit for less money and what better way to promote football-associated models than with national heroes from the past?
Promotion for the TEAM models is now entering its second half and the legendary players from the 1954, 1974 and 1990 German world cup teams are now part of the campaign. ‘With this new campaign, we take off from all other football campaigns and continue to build up anticipation for the world championship. Together with our successful team special models and also Walter Fritz, Paul Breitner and Rudi Völler, we have the best team of all time,’ Werner Eichorn, Marketing Manager of Volkswagen Passenger Cars (Germany) enthuses.
The first phase of the ‘Legends’ promotion was the ‘Wintermärchens’ (‘Winter Fairy Tale’) campaign, which spread one idea across all forms of media. Based on the idea of celebration, the TV spots and print ads showed fans rejoicing with floats in street, celebrating Volkswagen’s ‘victory’ with the new TEAM models. With the new campaign, everyone can get involved and support the German World Cup entry (as well as the TEAM models) by ordering a personalised ‘TEAM 2010’ poster online. There will also be table-top football in Volkswagen Retailers across Germany, while the campaign will be rounded off with fan articles and public viewings of the Team models at selected locations.
