PoloDriver

The new Polo GTI is to be Volkswagen’s first product launched digitally on the internet. Presented exclusively to customers in Europe via social networking site Facebook, users are alerted to the sporty new VW by the slogan, ‘Fast Lane – Driven by Fun.’ The company claims that the new exclusively digital campaign is not car advertising in the classic sense, but that it ‘specifically harnesses the diverse opportunities offered by social networks to inspire young drivers for the Polo GTI.’

Speaking about the launch of the English-language ‘Volkswagen International’ Facebook page, Luca de Meo, Director of Marketing, Volkswagen Group and the Volkswagen Passenger Cars Brand, said: ‘Our aim is to inspire young people for Volkswagen brand products – in an international dimension. This campaign gets us close to customers and at the same time gives us the opportunity to engage in an intensive dialog with them.’

In typical, subtle Volkswagen fashion, three videos where the new Polo GTI is not immediately in evidence have been produced for the channel at www.facebook.com/volkswagen. The clips depict clever scenes that add an unusual touch to everyday life; a giant slide appears at subway steps, supermarket carts that are particularly agile, and an elevator that sounds like a rocket taking off. The films aim to convey the thrill of speed without encouraging fast driving.

Volkswagen’s social networking profile also includes the most important product information about the new Polo GTI as well as links to the company’s other global Facebook activities. A ‘Fast Wall’ has been added for member messages, and there are photographs of the Polo GTI itself. In addition, a competition – where a new Polo GTI is the prize – motivates users to be creative and submit their own ‘Fast Lane’ contributions.