Source: Ads Of The World
Upon first glance, the message and intent is immediately obvious to the viewer. The product advertised is obviously about the Volkswagen precision parking feature. The parking imagery is illustrated playfully using cute animals. Furthermore, the clever use of the vulnerable goldfishes next to the spiky porcupine emphasises the level of accuracy and precision of the product. If you are still unsure what the images depict, the tagline will clearly inform you. “Park Assist by Volkswagen”. This ad leaves no doubt of the clear messaging behind it.
Campaign Strategy & Purpose
The strategy behind this marketing ad is obvious. Volkswagen’s precise and safe parking assist feature helps drivers to park in tight spots without hitting adjacent vehicles. The way that the goldfishes and porcupine is lined up immediately brings to mind a parallel parking situation. All drivers would have faced this anxiety of doing a parallel parking in tight spaces before. Some of us might not even attempt such a feat. Unless you drive a Volkswagen car, that is. While doing a parallel parking might induce your anxiety further, this ad actually does the opposite.
The use of humour, creativity, and cute animals to illustrate a familiar situation is very impactful. Images are more easily and deeply seared into our minds, increasing the effectiveness of the ad. Furthermore, it also manages to provide assurance by making viewers feel safe when seeing the ad. It achieves the dual effect of amusing while also providing insight and highlighting critical information to consumers.
Another point of strategy to take note of the is the tactical placements of the different elements on the ad. The arrangement of the animals reflects the parallel parking on a street. The types of animals that are deliberately chosen drives home the message of safety and precision. The location of the tagline is not distracting and provides a clear message to accompany the image. All these elements come together to create a highly effective and appealing ad.
Keep Target Audience In Mind
While brainstorming a clever image ad, it is also important to consider the target audience. In this example, the campaign is targeting new drivers who may be less experienced and face more anxiety at having to perform more complicated driving skills. The humour is also aimed at a younger audience who will be captivated by cute imagery as compared to the older people.
Overall, this Volkswagen ad does a very good job at connecting with the target audience while being relatable about their underlying concerns . As new or young drivers, parallel parking is the absolute bane of driving. Therefore, let Volkswagen precision parking do all the work for you. Safety and precision are the key elements with their new parking assist feature.
Indeed, This is Das Auto Parking.
