As sales where the automaker expected sell 9

Trader, a trade definitely at risk. And if a still - North village is sufficient for proof, look at the last three spots in pub Volskwagen, signed V. Agency close-up on a rather gloomy room, style A circle of men stands upright, hand in hand, eyes closed, repeating in chorus: "I am a trader dependent." I am making risky investments. "My Bank and my clients, I did lose a lot of money..." Another spot, other denominations: "Yesterday, I tried a big blow on the Stock 80 IG and I did immerse my Bank of 30 million." Finally, an injunction of the host: "I want that everyone remembers his worst transaction." This is... Trying to view all those millions, or even these dashed billion... "Faces tense, painful to the participants.

To support more compulsive traders, the full mark his device to the radio with a hotline "SOS trading." Each time, radio and TV spots are completed on the same signature: "in times of crisis, is turning to safe values." How, in these times of stock market fever, noted that one must avoid situations at risk and favor the security offered by Volkswagen... All touting two exceptional offers for the Polo Concept 7.990 Euro II and the Touran Concept II TDI to non euros. Distanced the arrival, a promotional campaign centered on two emblematic family products, but still fashionable, i.e. skilfully itself, from the "hard-selling". "Ridicule, mockery, all traditional ingredients of the Volkswagen campaigns are here", said Georges Lewi, sociologist working on brands and President of the BEC. It true that the distraught news is used, conveniently, the communication of the mark. Yesterday, traders were nursed, courted, fetched. T-shirts "I love Jérôme kerviel" is pulled like hotcakes on the Web with énamourées "fashionistas". However, heroes, they are now become scapegoats.

Light return back, September 2008. The financial tsunami swells gradually and automakers are front-row seat to capture the threatening signs and subodorer... they will be among the preferred victims. Specifically, Volkswagen, whose gross annual advertising budget of around EUR 130 million (or), ponders its next communication campaign, scheduled on January 8, 2009: four times a year, in January, March, June and September, the brand takes the floor.

"Brief" very short

Except that, upon re-entry, Volkswagen leaders know that January threatens to coincide at a time "where, remembers Olivier Bizot, Director of marketing for Volkswagen, we could take the crisis head-on." I have then to the Agency the shortest "brief" of my career, saying: "the times of crisis may also be periods where you can find good deals." "Go away!" "Hence emphasis particularly on the Polo Concept II to 7.990 euro, performing there his last metres, since, born in 1975, it launch in September its fifth edition.

Romain Guillon and Pierre Riess, two V agency creative, therefore rolled their sleeves. "A report on which they fell by chance provided the basic idea, says Alban Callet, Deputy Director General of the Agency V." New York traders who lost much literally requisitioned a church where they have become used to gather to share their experiences and pray to get out. "From here, the association of ideas with Alcoholics Anonymous requires that a small not imaginative... two creative cross happily. Romain Guillon and Pierre Riess then plunge into extensive documentation, is under especially healing in 12-step program. "But whether it has inspiration AA or surf on the economic crisis, we wanted to primarily stay in a humorous vein, and avoid creating stress in the mind of the consumer," insists Alban Callet. In December, the three films are available online on the Web, without specifying that they are signed Volkswagen, inexpensive to conduct a pre-test and identify spots on which to perform the maximum clicks. Conclusive test. As sales: where the automaker expected sell 9.800 Polo, it would have marketed 12.500 on the month of January alone. Where, on 2 March, to continue the saga of the anonymous Traders via two new spots, declined even more zany vein, "The Exorcist" and "The method" "Yes, you can... stop it" art and how to use the news. All the news.