In the surroundings of a brand store it is common to see a competing establishment. This is especially noticeable in restoration, but also in the automotive field. And where a firm’s dealership is located, there is usually one from a rival company nearby. So close, that they can be reflected in each other, as evidenced by the new advertising action of Volkswagen Spain.
With the help of the creative agency TBWA, the automobile company has turned competing dealerships into its new advertising medium using its shop windows. It has installed messages and inverted prices on the windows of its dealerships so that, when reflected in those opposite, they can be read correctly. In this way, rival facilities are transformed into advertising spaces to promote their cars.
“Sometimes being close isn’t enough. For years, other brands have decided to open their dealerships right next to ours. So close… that we begin to see ourselves reflected in them. Literally“, the brand commented when sharing the audiovisual piece of the campaign. “We reversed our messages so they would read correctly on your crystals. And so, without moving, we turn their shop windows into our own advertisements. Because no matter how close they come, there are things that cannot be copied”.
The action is articulated under the concept “Like a Golf is not a Golf”, with which the brand positions itself as a reference in the automotive sector in our country. As the company points out in a statement, this slogan is based on the fact that the Volkswagen car model is often used as a sales argument. With this action, the brand capitalizes on a real, everyday situation and sends a clear message to all those drivers who are thinking about buying a car: no matter how much they tell you that “it is like a Golf”, it is not a Golf.
From Volkswagen they point out that the insight of the campaign is gaining strength in an increasingly competitive market due to the arrival of new brands. “For years, an undeniable truth is that Volkswagen has been the reflection of many brands. To the point that many business advisors have used the phrase “it’s like a Golf” to sell their own models.“, the company commented on LinkedIn. “Today, as more and more brands reach the Spanish market, many decide to open their dealerships very close to ours. And they open them so, so, so close that we realized that just by reversing the messages and offers in our dealerships, the headlines were perfectly reflected in the competing dealerships.”.
The campaign is being disseminated on the digital platforms and social channels of Volkswagen Spain, thereby claiming the place that Golf occupies in the history of automobiles in our country and reinforcing its notoriety and presence in the top of mind of consumers.
The action included the production companies Palmerita Films and Omnicom Production.
