It can be difficult to be cut–through in the cluttered world of automotive marketing, but Soho Square’s work for Volkswagen managed to get everyone talking.
Instead of sending around the standard press pack to journalists in the hope of receiving a favourable review, Volkswagen put together a tongue-in-cheek ‘off-road’ kit to promote their new series of SUV’s. Even with a limited budget, Soho Square was able to create a memorable product, different to anything Volkswagen has done before.
The kit pokes fun at ‘off road drivers’ who in reality don’t venture far from city streets. It includes a selection of goods perfectly positioned in insulated foam including spray on mud, tan in a can, fake blood and a handful of pinecones, to give you and your car the battered ‘off-road’ look.
The playful military-style medical box with clever illustrations and unique typography has already won a silver award for Promotional Item Design, making it a standout in the typically routine automotive industry. Instead of focusing on the generic Auto characteristics of reliability, value, safety and performance, Volkswagen have used humour to demonstrate their playful side.
The success of this campaign provides Soho Design with a great incentive to continue pushing Volkswagen’s boundaries further in the future, surprising the companies old and new consumers alike.